Study on the Mechanism of Service Fairness Influencing to Consumer Loyalty SU Lu- jun HUANG Fu- cai

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1 Joumal of Shanxi Finance and Economics University Jul Vol.32 No F270 [ ] A [ ] Study on the Mechanism of Service Fairness Influencing to Consumer Loyalty SU Lu- jun HUANG Fu- cai School of Management Xiamen University Xiamen China Abstract Based on the rich literatures this paper develops and tests an integrative model to examine the mechanism of service fairness impacting to consumers' loyalty. With data from a questionnaire survey of Changsha rural visitors the paper examines the mutual relationship between service fairness service quality perceived value and consumer satisfaction and their effects to loyalty. The results reveal that service fairness does not direct effect to consumer loyalty but does indirect effect through service quality perceived value and satisfaction which are three mediator variables. There are four affect paths that service fairness influences to loyalty Firstly service fairness-service quality-customer satisfaction-loyalty Secondly service fairness-service quality-perceived value -customer satisfaction -loyalty Thirdly service fairness -perceived value -customer satisfaction -loyalty Fourthly service fairness-customer satisfaction-loyalty and there are various different effects between four paths. Simultaneously we find there is a progressive relationship between intention to revisit and word-of-mouth of customers' loyalty. Discussion and implications are provided based on the research results. Key Words service fairness service quality perceived value customer satisfaction customer loyalty rural tourism consumer 90 Adams 1965 Homans 1961 [1 2] YJA

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3 tom 2000 [33] H2a Berry 1980 H2b [18] Mcdougall Levesque 2000 H2c [19] 2004 H2d [17] Hellier 2003 H2e [20] H1b Cronin et al. H1c Babin 2005 H3a Addreassen&Lindestad H3b 1998 Brady et al Cronin et al Sweeney et al. Baker&Crompton 2000 Ander son et al [14 Woodruff 1997 Maxham Netemeyer 2002 [21] Anderson et al Cronin H1a et al Fornell et al Oh 1999 Rust&Oliver 1994 Spreng&Mackoy 1996 [ ] 2000 Petrick & Bachman 2002 Tam 2000 [ ] [28] 1999 [22~25] H3c 26] Petrick 2004 H3d [27] Bain 2005 [28] Cronin et al [24] Brown et al Forness et al [37] Kozak Remington 2000 Spreng et al Tam 2000 [29 30] Hartline Jones 1996 H4a [31] Boulding 1993 H4b [32] H4c e.g. Kozak&Reming 96

4 Kozak Remington H5 H % 80.40% 320 EXCEL SPSS15.0 Amos ~ ~ ~ ~ Churchill Clemmer Schneider 1996 Seiders Berry Severt Hellier 2003 SERVQUAL 5 Hutchinson Smith Kendall Hullin 1969 MSQ Eggert Ulaga 2002 Dodds [9] Cronin Hutchinson ~ ~ ~ %

5 A SPSS15.0 AMOS Cronbachα Fornell and Lar 2 cker CFA 0.770~ Cronbach alpha 0.772~0.849 P 0.01 AVE 0.5 Anderson and Cronbach alpha SPSS15.0 Gerbing ~ T ~ Cronbach alpha P<0.001 AVE 0.507~ Chin A Confirmatory Factor Analysis T ~0.870 CFA Amos7.0 A AVE 0.507~ A 1. A χ 2 /df RMSEA GFI CFI NFI IFI TLI 0.9 AGFI CFA T Alpha SF SF SF SF SF SQ SQ SQ SQ SQ SQ PV PV PV PV PV CS CS CS CS

6 2 IR IR IR IR WO WO WO WO SA SA SA SA AVE 4 χ 2 /df RMSEA GFI AGFI CFI NFI IFI TLI A B C H1a H1b H1c H2a H2b H3a H4a H4b H4c H5 T 4 H2c H2d H2e H3b H3c H3d H6 B T 5 B 5 T H1a H1b H1c H2a H2b H2c H2d H2e H3a H3b λ λ λ β β β β β β β

7 5 H3c H3d H4a H4b H4c H5 H6 β β β β β β β MI 4 C T 80% 84.9% 83.6% 6 C 60% 77.5% 65.2% 56.0% 18.2% 6 T H1a H1b H1c H2a H2b H3a H4a H4b H4c H5 λ ** λ ** λ ** β ** β ** β * β ** β ** β ** β ** * ** P<0.05 P< Olsen Clemmer Teo

8 % 18.1% % Anderson 1994 Brady 2001 Rust&Oliver 1994 Hutchinson 2009 Oh 2000 Sweeney et al 1999 Cronin et al

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