The Empirical Study On Repurchase Intention Influenced By Service Justice And Perceived Value

The eighties of the last century,Western scholars in the study of customer behavior,once dropped into the "satisfied with the king," the errors in the practice of many businesses in the constant pursuit of customer satisfaction with the process of high and found that the increasing cost of acquiring customers higher,and high customer satisfaction is still a "defection."In recent years,with an increasing number of scholars and relationship marketing research to promote the development and retain customers,customers repurchase to the purchase of marketing academic research to become the new focus of concern.For enterprises with a group of loyal customers is an important goal of successful,and repurchase intention of customers is a customer buying behavior of a more reliable indicator of psychological measurement is customer loyalty One of the main measurement indicators.Customer repurchase product or service be impacted various factors,the current Western research on this issue in developed countries are very active,the study is the core of repeat purchase intention of influencing factors and their weights.In China to purchase intention to repeat the study,as the model is still in the exploration,so many scholars are still loyal customers from the traditional path to find the impact of repurchase intention factors,many scholars have put forth a more customer satisfaction is the customer to buy an important factor in intention,but there are also concerns scholars and empirical research has shown that customer satisfaction and repurchase intention are not necessarily linked.Under this situation,more and more scholars and managers focus on the retention of old customers,and then the literatures about customer repurchase and customer loyalty appear.Some literatures that study on customer repurchase,scholars always consider customer satisfaction as its independent variable,meanwhile,some scholars indicate that the service justice also the independent variable of customer repurchase,to some extent,service justice paly an important role.This paper mainly concentrate on the study of related factors which have some impact on the customer repurchase,and focus on one factor that haven't gotten others scholars' attention in the past,such as customer perceived value,service justice and so on,this paper finally make a model among them,based on the ancestors' research.After the establishment of the model,this paper chooses the Food & Beverage Industry as the research object,this service industry has the characteristics that include high-contact,customization and individualization.Next,this paper makes the following research object:firstly,according to the literature review,the paper consider the service justice and customer perceived value as the independent variables and the customer repurchase intention as dependent variable to discuss the influence to customer repurchase;secondly,take the Food & Beverage Industry for example to discuss the relationship between the customer repurchase intention and each dimension of service justice,finally,customer perceived value as the mediation variable to study the influence of service justice to repurchase intention.Therefore,we have to study more different factors from the other perspective of the customer RI impact.After reading a great deal in the process of Chinese and foreign literature,I found that previous studies in the literature of service to customers to know a fair study tended to be concentrated in service failure and remedies,very few of its normal service scenarios under study,if any,involved,but also from the services of the three dimensions of fairness,the neglect of Information Justice in the study of the fairness of the independent role.In this study,perceived value of many of combing the literature,this paper put forward the need for the concept and measurement of dimensions,and construction of the fairness of the service,the customer perceived value to the customer RI impact on the theoretical model,in the establishment of a theoretical framework model,four assumptions made in this article.The paper concluded as follows:In normal situations services equity research services,the fairness of the information should be included in the equity dimension of measurement,this point in the text has been verified;services and its four dimensions of the fairness of different the extent of repeat purchase intention and customer significant positive effects;service fairness between the perceived value with customers,there was a significant correlation between positive;service fairness in customer perceived value of the intervention under the repurchase intentions of customers with significant the role of the intervention.