A Domino Effect From Fairness to Online Customer Loyalty

Authors

Tuyet Mai Nguyen, Vietnam University of Commerce, Hanoi, VietnamFollow
Phong Tuan Nham, Vietnam National University, Hanoi, VietnamFollow

JEL Classification System

L81

Abstract

Distributive fairness, procedural fairness, and interactional fairness are often researched together in many previous studies. However, in order to explore the power of fairness, the second-order fairness needs to be created to find the way to customer loyalty. An online survey was developed and distributed in Vietnam. Seven hundred fifty-eight questionnaires were completed and analyzed using a two-step methodology (including confirmatory factor analysis and structural equation modeling). The results of the study showed that there is the domino effect to customer loyalty, which departs from fairness, with trust and customer satisfaction as two mediators.

Recommended Citation

Nguyen, Tuyet Mai and Tuan Nham, Phong (2014) "A Domino Effect From Fairness to Online Customer Loyalty," DLSU Business & Economics Review: Vol. 24: No. 1, Article 9.
DOI: https://doi.org/10.59588/2243-786X.1296
Available at: https://animorepository.dlsu.edu.ph/ber/vol24/iss1/9