The Effect of Perceived Service Justice on Customer Loyalty with the Mediating Role of Service Quality and Communication Quality

In a highly competitive world where customer needs are changing rapidly, customer loss costs a lot for companies. Therefore, how to affect customer loyalty is of particular importance. Accordingly, the present study aims to develop a structural model to determine the impact of perceived service justice on customer loyalty with the mediating role of service quality and communication quality. The present research is applied in terms of its objective and descriptive survey in terms of its methodology. A researcher-made questionnaire is administered to ۲۱۵ customers of Internet service providers (including: Shuttle, Parsonline, AsiaTek, Hiweb, Sabanet, Telecommunications, Fanava, Asr Telecom), selected by non-probability available sampling method. Cronbach's reliability coefficient of the questionnaire turns out to be ۰.۸۶ and above ۰.۷. Convergent validity in the PLS model using the Average variance extracted (AVE) criterion is above ۰.۵ for all structures, and is thus confirmed. Structural equation modeling and partial least squares method are used to test the hypotheses and fit the model. The results show that perceived service justice has a positive and significant effect on customer loyalty. The mediating role of service quality and communication quality in the relationship between perceived service justice and loyalty is also confirmed; however, the effect of service quality on communication quality is rejected.

Keywords:

Perceived Service Justice , Customer Loyalty , Service Quality , Communication Quality