Tuyet Mai Nguyen
Vietnam University of Commerce, Hanoi, Vietnam
Email address: maintt@vcu.edu.vn

Phong Tuan Nham
Vietnam National University, Hanoi, Vietnam
Email address: tuannp@vnu.edu.vn

Year: July 2014
Volume: 24 No. 1
Pages: 84-95


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.