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Richard Thompson


Customer satisfaction is a topic that organizations must focus on for the success and continued sustainability of their organizations. Emotional intelligence, fairness, and ethical decision-making are areas that businesses must address to identify how their businesses are impacted by the choices that customers make when working with corporations. The gig economy (short- or long-term project in which a contract worker is hired to perform a specific task or long-term consultant assignment) is an area that has not been addressed to a great extent by psychology researchers. The purpose of this study was to examine the relationships between emotional intelligence, ethical decision-making, fairness, and customer satisfaction in customers who utilize innovative business model services. Justice theory was used to guide the study. The Consumer Emotional Intelligence Scale, Fairness Scale, Customer Satisfaction Scale, and Consumer Ethics Scale were used to assess the variables. Quantitative surveys were collected from 19 participants who identified that they had experienced a service failure with a gig economy independent provider. Results from correlation analysis and multiple regression indicated no significant relationships between customer satisfaction and fairness, emotional intelligence, ethical decision-making of customers. Results may provide executives and their leadership teams with insight on how to serve gig economy customers when service failure occurs, which can lead to positive social change within companies that use a gig economy business model.