Moderating Role of Perceived Transparency on the Relationship between Service Fairness and Customer Loyalty

Abstract

In recent times, the marketing literature has seen increase interest in customer loyalty. Organizations around the globe struggle to acquire and retain their customers. The concept has no doubt continued to gain prominence among marketing researchers. Although the literature suggests that there is no single universally acceptable definition of the construct (Gaurav, 2016), Oliver (1999) viewed it as an intense commitment to re-buy or re-patronize a product or service of choice over a long period of time. The concept is conceptualized to mean positive word of mouth communication, unwillingness to switch to competitors product or service, positive association with a firm's products (Butcher, Sparks, & O'Callaghan, 2001) and the willingness of the customer to pay a premium price for a product or service (Gaurav, 2016). Customer loyalty manifests itself in various ways. Loyal customers often become highly tolerant towards an organization and its products or services (Kang, 2019). They provide genuine and honest feedback, make referrals and insist in making repeat purchase (Kang, 2019).

A roadmap focused on customer citizenship behavior for fast-food restaurants during COVID-19

“…Numerous studies in the literature suggest that a customer's level of personal loyalty to a service provider has a positive effect on the customer's citizenship behavior (Abdulaziz & Maiyaki, 2018;Anaza & Zhao, 2013;Bove et al, 2009;Hu, Huang, Yan, Liu, & Zhang, 2020;Tung et al, 2017;Van, Chi, Chi, & Quang, 2016). Bartikowski and Walsh (2011) concluded that customer loyalty affects the customer's helping behavior but has no effect on helping other customers.…”