Improvement strategy of group-buying loyalty based on consumers' perceived justice

Abstract

The key point to improve the core competitiveness of the group-buying website is to improve the consumer loyalty to the website. This paper classifies customers by whether they are suffering from discrimination or complaining after discrimination. Firstly this paper puts forward an integrative model to examine the mechanism of service quality impacting to consumers' loyalty and discusses the differences and its impacts of perceived justice on restaurant satisfaction and website satisfaction. Secondly this paper uses another model to examine the impact of perceived justice in service recovery to satisfaction and loyalty for customers who suffer discrimination and complain after receiving the service. Using questionnaire data from 918 group-buying consumers, this paper examines the mutual relationship between restaurant service quality, perceived justice, restaurant satisfaction, and website satisfaction, together with their effects to group-buying website loyalty. The results reveal that in normal situation restaurant service quality has an direct positive effect on both restaurant satisfaction and website satisfaction; perceived justice mediates restaurant service quality to website satisfaction, but the mediation effect is not significant on restaurant service quality to restaurant satisfaction; distributive justice, procedural justice and interpersonal justice mediate the impact that the restaurant service quality to website satisfaction, but only distributive justice has a significant mediation effect on restaurant satisfaction to restaurant satisfaction; the mediation of perceived justice is different in consumers whether they received a different treatment; both restaurant satisfaction and website satisfaction have a significant positive effect on website loyalty. In complain situation, perceived justice under service recovery has a direct positive effect on both restaurant satisfaction and website satisfaction; And both restaurant satisfaction and website satisfaction have a significant positive effect on website loyalty.