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

2010 7 32 7 Joumal of Shanxi Finance and Economics University Jul. 2010 Vol.32 No.7 361005 1 - - - 2 - - - - 3 - - - 4 - - F270 [ ] A [ ] 1007-9556 2010 07-0094-10 Study on the Mechanism of Service Fairness Influencing to Consumer Loyalty SU Lu- jun HUANG Fu- cai School of Management Xiamen University Xiamen 361005 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] 2010-05-23 09YJA790069 1979-1947- 94

1. [7] Linda 4. Oliver 1980 disconfirmation 1988 Clemmer - Expectancy-Disconfirmation [10] Oliver 1997 [11] 5. Keaveney 1995 [12] Zeithaml Berry Parasur aman 1996 1 2 3 4 [13] Clemmer 5 Baker&Crompton 2000 Oh 1999 [14 15] Bolton et al 2003 [4] 2004 [16] 2006 [17] Morgan and Hunt 1994 [5] Chebat and Slusar- czyk 2003 [6] 1988 Clemmer Bolton et al 2003 Seiders and Berry 1998 [4 3] Seiders Berry 1998 2. [3] - - 3. Woodruff 1997 Zeithaml 1988 [7 8] - Dodds Monroe & Grewal 1991 [9] Zei thaml 1998 Woodruff 1997 Zeithaml 1988 [8] Woodruff 1997 95

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. 2001 Cronin et al. 2000 Sweeney et al. Baker&Crompton 2000 Ander son et al. 1994 [14 Woodruff 1997 Maxham Netemeyer 2002 [21] Anderson et al. 1994 Cronin H1a et al. 2000 Fornell et al. 1996 Oh 1999 Rust&Oliver 1994 Spreng&Mackoy 1996 [26 24 34 15 35 29] 2000 Petrick & Bachman 2002 Tam 2000 [24 36 30] [28] 1999 [22~25] H3c 26] Petrick 2004 H3d [27] Bain 2005 [28] Cronin et al. 2000 [24] Brown et al. 2005 Forness et al. 1996 [37] Kozak Remington 2000 Spreng et al. 1996 Tam 2000 [29 30] Hartline Jones 1996 H4a [31] Boulding 1993 H4b [32] H4c e.g. Kozak&Reming 96

Kozak Remington 2000 2004 2009 3 8 6 H5 H6 600 320 1 1 398 66.33% 80.40% 320 EXCEL SPSS15.0 Amos7.0 1 24~44 4 000 14 15~24 15 78 4.69 24.38 25~44 143 44.69 45~64 62 19.38 65 22 6.68 Churchill 1979 27 8.44 124 38.75 142 44.36 7 27 8.44 Clemmer Schneider 1996 Seiders Berry 1998 12 3.75 Severt 2002 38 11.88 Hellier 2003 SERVQUAL 5 Hutchinson Smith 45 15 14.06 4.69 Kendall Hullin 1969 MSQ 36 11.25 Eggert Ulaga 2002 Dodds 25 7.81 1991 [9] 43 13.44 Cronin 2000 32 10.00 Hutchinson 26 8.13 26 8.13 5 1 8 2.50 3 5 14 4.38 1999 2000~2999 90 82 28.13 25.63 3000~3999 74 23.13 4000~4999 37 11.56 5000 37 11.56 1 % 156 48.75 164 51.25 97

A SPSS15.0 AMOS7.0 2. 0.7 1 Cronbachα Fornell and Lar 2 cker 1981 2 CFA 0.770~0.845 0.7 3 Cronbach alpha 0.772~0.849 P 0.01 AVE 0.5 Anderson and Cronbach alpha SPSS15.0 Gerbing 1988 2 0.673~ 0.874 0.4 T 12.888 ~ 0.917 Cronbach alpha 0.6 18.377 P<0.001 AVE 0.507~0.629 0.5 4. 0.5 Chin 1998 3 A Confirmatory Factor Analysis 3. 0.4 T -0.433~0.870 CFA Amos7.0 A AVE 0.507~0.629 0.5 4 A 1. A χ 2 /df 1.432 2 RMSEA 0.037 0.05 GFI CFI NFI IFI TLI 0.9 AGFI 0.890 0.9 2 CFA T Alpha SF1 0.716 13.385 SF2 0.769 15.388 SF 0.845 0.840 SF3 0.761 15.341 SF4 0.790 15.965 SQ1 0.715 13.954 SQ2 0.700 13.552 SQ SQ3 0.731 14.369 0.837 0.849 SQ4 0.689 13.241 SQ5 0.726 14.135 PV1 0.688 13.378 PV2 0.785 16.047 PV 0.831 0.827 PV3 0.794 16.326 PV4 0.701 13.718 CS1 0.745 14.837 CS CS2 0.709 13.889 0.770 0.772 CS3 0.726 14.344 98

2 IR IR1 0.707 13.730 IR2 0.874 18.377 0.808 0.798 IR3 0.704 13.670 WO1 0.675 12.888 WO WO2 0.781 15.669 0.781 0.774 WO3 0.746 14.750 SA1 0.828 16.381 SA SA2 0.866 17.342 0.834 0.820 SA3 0.673 13.889 3 0.576 0.792 0.507 0.796 0.865 0.553 0.846 0.870 0.850 0.528 0.686 0.701 0.695 0.808 0.585 0.747 0.789 0.772 0.862 0.863 0.540-0.395-0.397-0.339-0.433-0.333-0.351 0.629 AVE 4 χ 2 /df RMSEA GFI AGFI CFI NFI IFI TLI A 1.432 0.037 0.917 0.890 0.975 0.922 0.975 0.970 B 1.836 0.051 0.891 0.863 0.949 0.896 0.950 0.941 C 1.509 0.040 0.909 0.886 0.969 0.914 0.969 0.964 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 λ21 0.765 10.137 0.085 λ31 0.352 4.129 0.088 λ41 0.380 4.174 0.085 β32 0.577 6.283 0.084 β42 0.303 2.608 0.097 β52-0.009-0.058 0.121 β62 0.103 0.841 0.099 β72-0.144-0.813 0.166 β43 0.293 2.315 0.115 β53 0.030 0.189 0.142 99

5 H3c H3d H4a H4b H4c H5 H6 β63 0.052 0.400 0.115 β73 0.183 0.947 0.198 β54 0.790 4.376 0.177 β64 0.340 1.907 0.172 β74-0.614-2.108 0.328 β65 0.495 4.665 0.105 β76 0.154 0.785 0.229 2 2 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 λ21 0.748 ** 9.788 0.105 λ31 0.368 ** 4.248 0.105 λ41 0.312 ** 3.589 0.095 β32 0.571 ** 6.338 0.080 β42 0.442 ** 4.164 0.085 β43 0.236 * 2.031 0.105 β54 0.807 ** 10.44 0.077 β64 0.511 ** 5.148 0.097 β74-0.427 ** -6.218 0.078 β65 0.450 ** 4.524 0.098 * ** P<0.05 P<0.001 6 2 0.748 0.368 0.312 Olsen 2003 2004 - - - - - - - - - - - Clemmer 2 1993 Teo 2001 100

2 2004 0.807 83.6% 18.1% 0.764 0.364 0.355 0.764 0.473 2004 0.795 0.846 0.748 0.684-0.363 0.482 0.440 0.511-0.427 65.2% Anderson 1994 Brady 2001 Rust&Oliver 1994 Hutchinson 2009 Oh 2000 Sweeney et al 1999 Cronin et al 2000 2004 101

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