The impact of perceived price justice and satisfaction on loyalty : the mediating effect of revisit intention

Purpose: The purpose of this study was to examine the relationships between perceived price justice, satisfaction, revisit intention and loyalty among restaurant customers, specially the mediating effect of revisit intention in the relationship between perceived price justice, satisfaction and loyalty. Design/methodology/approach: Data were collected from a questionnaire distributed to customer of restaurants in Turkey. A total of 304 restaurant customers participated. Findings: Results from structural equation modeling show that price justice and satisfaction positively influence their revisit intention of restaurant customers, also revisit intention positively influences loyalty of restaurant customers. Also, the empirical results indicate that while revisit intention fully mediates the effect of price justice and loyalty, it partially mediates the effect of satisfaction and loyalty. Originality/value: When the studies in the literature are examined, it is seen that there are various studies that deal with perceived price justice, customer satisfaction, revisit intention and loyalty variables from a different viewpoint. However, no study has been found on restaurants that investigate the relationship between these four variables and the mediating role of revisit intention. Furthermore, the authors’ study contributes to the hospitality and service management literature in two ways. First, the authors follow recent calls for studies on antecedents of revisit intention, with the aim of providing empirical support to uncover factor that shape customers’ revisit intentions. Second, the authors investigate the attitudinal mechanism that explains how customers’ perception of price justice and satisfaction in their loyalty by exploring the mediation effect of revisit intention. On the other hand, it is foreseen that the study will shed light on restaurant managers and provide healthy data for strategic planning. Additionally, that the results obtained are the practical purpose of the study is to contribute to the determination of product development and promotional strategies for restaurant managements.