Effects of Perceived Justice and Customer Equity on Customer Satisfaction：A Case of Female Internet Shopping

• Main Authors: Ma, Jui-Wen, 馬瑞雯
• Other Authors: Wang, Yau-De
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/09144296274104181972

碩士 === 國立交通大學 === 管理學院碩士在職專班管理科學組 === 98 === This study aimed to explore the effects of distributional, procedural, and interactional justices on internet shoppers’value, brand, and relationship equities, and also, the effects of the three equities on customer satisfaction. Survey data were collected from a sample of female customers who had had internet shopping experiences. A total of 314 valid questionnaires were used in regression analysis for hypothesis testing. The results showed that the procedural justice had a negative effect on value equity. The distributive and procedural justices had a positive effect on brand and relationship equities. Though the value equity had no effect on customer satisfaction, the brand and relationship equities had a positive effect on customer satisfaction.