Based On The Service Fairness View Customer Loyalty Research

It has been a long time for the study of customer loyalty by theoretical circles. Its definition, dimensions, factors and the formation mechanism are all investigated a lot. It has been generally believed that customer satisfaction and customer value will have a direct impact on customer loyalty, and thus lead to different reactions after the consumption. Meanwhile, service fairness is one of the factors which impact customer satisfaction and customer value. Service fairness is a subjective perception of the customers on the corporate services, and companies can take the initiative to improve and influence customer perception to make a positive effect. After reviewing the theory of service fairness, customer satisfaction, customer value and customer loyalty we found the relationship between them. According to analysis of these factors, a model of the interaction between them was established, some assumptions were put forward. Outcome fairness, procedure fairness, intercourse fairness and information fairness will have impact on customer satisfaction and customer value; customer satisfaction and customer value will affect the customer loyalty and the number of loyal customer; and customer value has influence on customer satisfaction. Then the next article implemented an empirical research on the proposed hypotheses, and re-adjusted the model according to the results of the validation. The conclusion is that:first, the four dimensions of service fairness has a positive impact on customer satisfaction; second, the four dimensions of service fairness has a positive impact on customer value, there among, the outcome fairness plays a decisive role; third, customer satisfaction and customer value has a positive impact on customer loyalty; fourth, customer value has a positive impact on customer satisfaction. In the end, according to the theoretical research and the reality of companies, we put forward recommendations to enhance customer loyalty, which including:the companies should pay more attention on improve customer loyalty, and seek effective measures to improve customer loyalty actively; the quality of products and services should be improved; optimizing transactions procedures, high staff quality, transparency of corporate information; understanding the relationship between the various dimensions of service fairness; guiding customer expectations to a reasonable level.