Study On Customer Repurchase Intention Based On Perceived Service Justice

With the increasing proportion of service industry in the national economy and diversity and differentiation of consumer demand, enterprise service quality evaluation has been a focus issue in academia and practice. Many enterprises had considered improving service quality as the management strategy. The invisibility, heterogeneity and the change of focus of customers made the service justice have been an important indicator of enterprise quality of service and purchase behavior. It could also be an entry point to solve high rate of complaint and turnover. This study aims to test the relationship between service justice and consumer repurchase intention based on empirical research methods.In the existing research, theorist did not have a consensus view about how to divide the Service justice dimensioa Scholars always studied the relationship between service justice and intention of customer behaviors and placed emphasis on empirical study of the service recovery and procedural justice, but less on the study of justice to customers in normal service work. On the basis of the previous research, this paper developed a measurement scale and tested the reliability and validity of this scale by empirical methods. A conceptual model was built based on the theory of reasoned action, and data were gathered by means of a survey from customers in superstore. After that, the research gave out reasonable explanations and analysis of the hypothesis.The results showed that the service justice is a four-dimensional classification system, which includes the distributive justice, procedural justice, interpersonal justice, informational justice. Based on the structural equation analysis of the model, the results showed that four dimensions of service justice influence the customer repurchase intentions through customer perceived value. Distributive justice and informational justice influence the customer repurchase intentions through attitudes. However, the results did not indicate a significant relationship between procedural justice, interpersonal justice and attitudes. Customer perceived value has positive effect on attitudes, and customer perceived value, attitudes, subjective norms have a significant impact on customer repurchase intentions.