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Do More Investments or Higher Justice Win the Higher Loyalty?

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Author(s): Tsai-Fa Yen | Kuo-Kuang Chu

Journal: International Journal of Electronic Business Management
ISSN 1728-2047

Volume: 7;
Issue: 3;
Start page: 211;
Date: 2009;
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Keywords: Relationship Investment | Justice | Loyalty

ABSTRACT
Researchers have found that customer loyalty is an important source of competitive advantage of a business. This concept has been widely tested in reference to various objects. To date, however, few researchers have addressed the issues on the impact of relationship investment and justice on behavioral loyalty mediated by three elements of relationship quality. Present research has developed an integrated model of the above issue and has investigated visitors from two kinds of leisure farm in Taiwan. The results indicatejustice might act as an important driver of behavioral loyalty. Finally, some implications and suggestions are offered based on the results.
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