The Research On The Influence Of Service Justice On Repurchasing Intention

As the service products have features such as invisibility, inseparability, changeability and non-storage, service fairness has become the substituted standard for customers to evaluate the service quality. Reinforcing the construction of service fairness can help the company attract, retain and develop loyal customers. And reinforcing the study on service fairness in common situation can remedy the hiatus of related study and enrich the study field of service fairness.Based on the above condition, this paper combined related theoretical analysis with characteristics of Chinese culture, and focused on the key variables such as service fairness, relationship quality and repurchase intention. Furthermore, the paper constructed the research model between Service Fairness and Customer Repurchase intention in common state, and conducted an empirical study in meal service. Based on the intermediary variable---- Relationship Quality, the paper mainly studied how the Repurchasing Intention is influenced by it, including customer's satisfaction, customer's trust and relationship commitment. By introducing, absorbing and creating, We have developed a survey questionnaire in accordance with the characteristics of China and conducted the survey in the city of Shanghai, Changsha and Chengdu. At last, 309 valid questionnaires collected for our research and we analyzed the data with the analyzing software SPSS and Structural Equation Model.At last the study got the conclusions as follows: (1) Service Fairness contains four dimensions, which are Outcome Justice, Procedure justice, Intercourse justice and Information justice; (2) Service justice has indirect but no direct affect on Repurchase intention; (3) Relationship quality is one important intermediary variable between Service Justice and Repurchasing intention; (4) Service Fairness is not only the pre-variable of Relationship quality, but also the Pre-variable of Repurchasing intention; (5) Relationship Quality is also the Pre-variable of Repurchasing intention.