Research Of The Influence Of Service Justice On Customer Loyalty Based On Psychological Contract

The popularization and rapid development of network information makes the current electronic commerce develop well. The B2C develop fastest, and many B2C websites have appeared. The convenience of information search low down the conversion cost, it is easy to change website which they are reading. It is more competitive in website market than traditional market. At the same time, the virtual and unsure feature of website increase the risk when purchasing on-line. So it is common to measure current serve justice compared with previously experience or others who has same consumption experience. Only at higher service justice could customer build commitment and expectations with business. The relationship between customers and business are presented in psychological contract too, including the network design, perception of service, and expectation of business obligation and promise. The formation of perception plays an important role in consumers’willingness to maintain relationship with business.Therefore, research of the relationship of service justice, psychological contract, and customer loyalty when purchase on-line is referable. Through the interdisciplinary empirical research, search e(?) emotion. And offer proposals to enhance competitiveness and profitability in competitive market.Review the reference of service justice, psychological contract, and customer loyalty to put forward a research framework and research hypothesis:service justice has significantly positive effects on customer loyalty, the psychological contract has significantly positive influence on customer loyalty, and the psychological contract is the intermediate variable of service justice and customer loyalty.Based on the above research hypothesis, design the questionnaire based on B2C market and send questionnaires to268people who had B2C network shopping experience. Through statistical analysis by SPSS17.0to test the model and hypothesis, including analysis of variance, correlation analysis, regression analysis and intermediary effect analysis between the variables. Finally, sum up the discussion and results based on the theoretical and empirical support as followings:(1) Service justice can be measured by results, procedures, communication, and information fair. Psychological contract can be measured by transactional psychological contract and relational psychological contract. Customer loyalty can be measured by behavior loyalty and attitude loyalty;(2) Service result justice and information justice have signification positive effect on two dimensions of psychological contract. Communication justices have signification positive effect on relational psychological contract;(3) Transactional psychological contract and relational psychological contract have signification positive effect on customer attitude loyalty and behavior loyalty, and the effect of relational psychological contract is deeper;(4) The psychological contract is the intermediate variable of service justice and customer loyalty.