The Power Distance Moderating Effect Research: How The Privilege Marketing Affects The Consumer Injustice Belief

Privilege marketing is one usual marketing form for the service provider. Although various is the privilege service form which sometimes even acts implicitly, the only aim of all these is to retain the high-quality-royalty consumer. In our work, we structure the theory model of power distance moderating effect for the privilege marketing affecting consumer injustice belief and consumer EVNL behavior, using the theory of privilege marketing, injustice construction dimension, psychological contract violation, employee EVNL behavior and the power distance cultural value. We reviewed pertinent literature, designed and collected the scene simulation data questionnaire, performed variance analysis and regression analysis, and came to the conclusion.First, the consumer injustice belief is difference because of the difference of the privilege sources and the service forms. In terms of the privilege sources, identification criteria is more likely raises consumer injustice belief than expenditure criteria。 The strength of consumer injustice belief is different accordingly, since relative to the identification criteria which is hardly changed in the short-term, expenditure criteria only need consumer pay a certain amount of money. We found that the VIP priority would raise consumer stronger injustice belief than VIP passage because that VIP priority is not separated from the ordinary consumer queues and take extra their advantage.Second, consumer injustice belief which is subjective is divided into interactional injustice and distributive injustice. The privilege form can also affect the strength of subjective injustice belief. Because distributive injustice relates directly to the consumers self-interest, it raise consumer stronger injustice belief.Third, power distance can moderate the injustice belief caused by the different privilege forms. The consumers with high power distance more likely accept a hierarchy society and they may mildly react to the injustice. Conversely, the consumers with low power distance more likely believe that the society should be equal society so that they may choose strong reaction to the injustice.Four, consumer injustice belief will progress to psychological contract violation which can lower consumers satisfaction and affect their EVNL behavior. Amid the consumer injustice belief grow increasingly stronger, the probability of Exist and Voice become higher. Too strong unfairness perception will overlook the loyalty Retreat and overlook will erode the relationship between the consumer and service provider and appeal and loyalty is a kind of construction positive attitude and benefit service providers.