The research on model of moderating effect of relationship benefits in impact of perceived justice on customer loyalty: Based on data mining

In current scholars' research and literature, it is still not clear that whether perceived justice can produce customer loyalty. Based on data mining, the purpose of this paper is to explore the moderating effect of relationship benefits in impact of perceived justice on customer loyalty. This paper investigate 500 customers from the hotels industry, use factor analysis modeling to explore the basic dimensions of perceived justice, relationship benefits, customer loyalty, and then use structural equation modeling to compare and analyze model of high relationship benefits and model of low relationship benefits, respectively. This paper found that, relationship benefits have moderating effect, the impact of perceived justice on customer loyalty in model of high relationship benefits is better than the impact in model of low relationship benefits. Conclusions of this paper can make guidance for the management practice of enterprises.