HomeDLSU Business & Economics Reviewvol. 24 no. 1 (2014)

A Domino Effect From Fairness to Online Customer Loyalty

Tuyet Mai Nguyen | Phong Tuan Nham

Discipline: Business



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.