The Effect of Perceived Service Justice on Customer Loyalty with the Mediating Role of Service Quality and Communication Quality

In a highly competitive world where rapid customer needs are changing rapidly, losing a customer is costly for companies. Therefore, how to affect customer loyalty is of particular importance. The purpose of this study is to develop a structural model to determine the impact of perceived service justice on customer loyalty with the mediating role of service quality and communication quality. The research method in the present applied research is a descriptive survey and a researcher-made questionnaire was administered to 215 customers of Internet service providers (including: Shuttle, Parsonline, AsiaTek, Hayub, Sabanet, Telecommunications, Fanava, Asr Telecom) by non-probability sampling method. Available for distribution. Cronbach's reliability coefficient in this study was 0.86 and above 0.7. Convergent validity in the PLS model using the extracted mean variance (AVE) criterion gave values, above 0.5 for all structures and was confirmed. Structural equation modeling and partial least squares method were used to test the hypotheses and fit the model. The results showed that perceived service justice has a positive and significant effect on customer loyalty. The mediating role of service quality and communication quality in the impact of perceived service justice on loyalty was also confirmed. But the effect of service quality on communication quality was rejected.