Four negatively worded items assess the degree to which customers believe a service provider deals with them honestly and fairly -- not taking advantage of them, not applying pressure, not misleading them, and not attempting to manipulate them. This ethical capability represents one of six strategic interaction capabilities constituting a service-dominant (S-D) orientation framework. Providers high on this dimension are perceived as trustworthy partners in the service relationship, creating conditions under which genuine value co-creation can occur.
Karpen, I. O., Bove, L. L., Lukas, B. A., & Zyphur, M. J. (2015). Service-dominant orientation: Measurement and impact on performance outcomes. Journal of Retailing, 91(1), 89-108.
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