Equity judgments, in particular perceptions of unfair treatment, are particularly prone to lead consumers to switch.

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Equity judgments refer to consumers' perception of fairness in their interactions with a company. If consumers feel that they have been treated unfairly, they are more likely to switch to another company or brand. Therefore, equity judgments are particularly important in predicting customer retention and loyalty.

Equity Judgments, in Particular Perceptions of Unfair Treatment, Are Particularly