This　paper　incorporates　the　concept　of　fairness　in　a　dual-channel　supply　chain　to　examine　the　effect　of　fairness　concerns　on　the　supply　chain　partners＇　service　and　revenue-sharing　strategies　in　three　different　scenarios:　only　the　retailer　is　concerned　about　fairness,　only　the　manufacturer　is　concerned　about　fairness,　and　both　parties　are　concerned　about　fairness.　Though　applying　the　equilibrium　analysis,　the　results　show　that　(1)　Fairness　concerns　strongly　influence　the　manufacturer＇s　and　the　retailer＇s　decision-making　and　utility.　(2)　The　revenue　sharing　ratio　increases　with　the　strengthening　of　channel　members＇　fairness　concerns.　(3)　If　only　the　retailer　is　concerned　about　fairness,　the　retailer＇s　service　is　unaffected　by　his　fairness　concerns.　(4)　There　exists　a　Pareto　improvement　for　channel　members＇　utility　when　the　manufacturer　without　fairness　concern　becomes　fair-minded.