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Research

• <b>Consumer Perceptions of Fairness with Fintech AI</b><br><br><b>Abstract</b><br>This study examines whether consumers perceive differences in procedural and distributive fairness between humans and AI in fintech service delivery. Using two scenario experiments we find that when subjects were told that their transactions were being processed by an AI algorithm or a person without being told which, subjects showed no difference in the levels of procedural fairness and unfairness and distributive fairness and unfairness they experienced. However, when subjects were explicitly told the processor of their transactions (exclusively human or AI), consumers experienced a difference in the level of procedural unfairness they experience between humans and AI. Specifically, when subjects were exposed to procedural unfairness they thought AI was more unfair than humans. Subjects also reported higher levels customer satisfaction for humans compared to AI in the unfair condition. The study found further that the effect of procedural unfairness on customer satisfaction was moderated by algorithm discomfort and attributions of company responsibility for AI actions. These findings suggest that as AI becomes more competent in delivering services to consumers, managers need to be more strategic about how AI is branded and how services failures with AI is managed.

Honors & Awards

• Digital Marketing Research Fellow, British Telecom Laboratories, Suffolk, (UK) 1998 , British Telecom Laboratories (October 1998)
• Best Paper Award - Sales Management Track, 2004 American Marketing Association Summer Educators Conference (August 2004)
• Best Overall Conference Paper, American Marketing Association Summer Conference (August 2011)
• Kent Business School, University of Kent, UK July to Aug 2010 , Kent Business School, University of Ken (July 2010)
• UCD Michael Smurfit Business School, Dublin Ireland, May to August 2015 , UCD Michael Smurfit Business School, Dublin Ireland (May 2015)
• Montclair State University Separately Budgeted Research Grant , Montclair State University ( 2015)
• Journal of Interactive Marketing - Outstanding Contribution in Reviewing Award 2017 , Marketing EDGE (April 2017)

Refereed Published Articles

• K. Grayson, (2005). Cognitive and Affective Trust in Service Relationships. Journal of Business Research/ Elsevier
• D. Johnson, S. Bhara (2005). Digitization of Selling Activity and Sales Force Performance: Theory and Evidence. Journal of the Academy of Marketing Science
• D. Johnson (2007). Achieving Customer Value from Electronic Channels through Identify Commitment, Calculative Commitment, and Trust in Technology. Journal of Research in Interactive Marketing /Emerald
• D. Johnson, F. Bardhi, D. Dunn (2008). Understanding How Technology Paradoxes Affect Customer Satisfaction with Self-Service Technology: The Role of Performance Ambiguity and Trust in Technology. Psychology & Marketing
• D. Johnson (2008). Beyond Trial: Consumer Assimilation of Electronic Channels. Journal of Research in Interactive Marketing /Emerald
• K. Grayson , Johnson, D. Chen (2008). Is Firm Trust Essential in a Trusted Environment? How Trust in the Business Context Influences Customers. Journal of Marketing Research
• D. Johnson, M. Peterson (2014). Consumer Financial Anxiety: US Regional Financial Service Firms’ Trust Building Response to the Financial Crisis. International Journal of Bank Marketing
• D. Johnson, B. Clark, G. Barczak (2012). Customer relationship management processes: How faithful are business-to-business. Industrial Marketing Management
• D. Johnson (2014). Opting Out: The Effects of Consumer Information Sharing Concerns on Perceived Value in E-Banking Relationships. International Journal of Marketing Studies
• D. Johnson, B. Lowe (2015). Emotional Support, Perceived Corporate Ownership and Skepticism toward Out-Groups in Virtual Communities . Journal of Interactive Marketing
• D. Johnson, B. Riley, S. Sato (2017). The adverse effect of doctors’ skepticism toward prescription drugs. International Journal of Pharmaceutical and Healthcare Marketing/ Emerald
• B. Lowe, D. Johnson (2017). Diagnostic and Prescriptive Benefits of Consumer Participation in Virtual Communities of Personal Challenge. European Journal of Marketing/Emerald
• D. Johnson, G. Moran (2018). The Role of Procedural and Distributive Fairness in R&D Collaborations. International Journal of Business & Applied Sciences/ Business and Applied Sciences Academy of North America
• G. Moran , L. Muzellec, D. Johnson (2019). Analysis of Message Content Features and their Impact on Social Media Engagement Status . Journal of Product and Brand Management
• D. Johnson, L. Muzellec, D. Sihi, D. Zahay-Blatz (2019). The Market Organization's Journey to become Data-driven . Journal of Research in Interactive Marketing /Emerald
• G. Ahmed, C. Amponsah, D. Johnson (2019). Gender Differences in Entrepreneurial Attitudes and Intentions: The Case of Brand Dubai. International Journal of Business and Emerging Markets /Inderscience Publishers
• D. Johnson, Y. Limbu, C. Jayachandran, R. Reddy (2019). Climbing the Down Escalator: When Customer-to-Customer Interactions are Harmful to Service Firms. European Journal of Marketing
• S. Chun, D. Johnson (2021). The Effects of Mental Budgeting and Pain of Payment on the Financial Decision Making of Socially Excluded People. International Journal of Bank Marketing/ Emerald Group Publishing Ltd.
• D. Johnson, D. Sihi, L. Muzellec (2021). Implementing Big Data Analytics in Marketing Departments: Mixing Organic and Administered Approaches to Increase Data-Driven Decision Making. Informatics /MDPI
• H. Naim, T. Aziz, D. Johnson, A. Rafiuddin (2023). An Examination of the Influence of Related Party Transactions on Corporate Performance: Empirical Findings from the NSE 500 Index (2012-2020). Skyline University www.skylineuniversity/Journal

Published Proceedings

• D. Johnson (5s). 2015. Competitive Selling: Unintended Effects of Salesperson Skepticism Toward a More Credible Competing Product American Marketing Association
• D. Johnson, Y. Limbu, C. Jayachandran, R. Reddy (5s). 2017. The Moderating Role of Service Category Perception in Service Co-Creation Summer American Marketing Association Conference Proceedings

Books & Chapters

• D. Johnson, K. Grayson (2000). Sources and Dimensions of Trust in Service Relationships.
• K. Grayson, D. Johnson (2015). Marketplace Trust . Wiley-Blackwell