Abstract
The purpose of this study was to examine the structural relationship between customers’ perception of authenticity, justice, customer commitment, and customer behavior in franchise coffee shops. To test the hypotheses of the study, a total of 428 in Korea were considered in an empirical analysis using a two-step structural equation model (SEM) approach. In particular, employees authenticity had relatively great influence on customers’ continuous and affective commitment and their justice had greater influence on customers’ normative commitment. Also, customers’ continuous commitment, normative commitment, and affective commitment significantly influence customer participation behavior, while normative commitment and affective commitment have a significant effect customer citizenship behavior. Research thus far divided justice and authenticity into separate concepts and examined relation with customer commitment or behaviors but the present study put cognitive process of justice and emotional process of authenticity on the same line and evaluated their different influence on customer commitment and behaviors, thereby verifying that not justice perceived by induced desirable customer behaviors but authenticity they felt with their heart played a more superior role in customer commitment or behaviors. This means that authentic services rather than justice induce customers positive behaviors.
Published Version
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