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http://dx.doi.org/10.14400/JDC.2020.18.6.197

Effects of Value Congruence, Price Fairness, and Service Quality on Customer Performance in Social Enterprises  

Lee, Yoonjae (School of Business Yeungnam University)
Kim, Byoungsoo (School of Business Yeungnam University)
Publication Information
Journal of Digital Convergence / v.18, no.6, 2020 , pp. 197-208 More about this Journal
Abstract
Social enterprises are entities to pursue solving societal problems with maintaining commercial viability. In order for a social enterprise to achieve commercial viability, it must be able to provide products that consumers can satisfy, to make social enterprise trustable, and to establish a lasting relationship with customers. This study suggests that perception of value congruence, price fairness and service quality will affect customer performance such as trust, satisfaction and customer loyalty. And this structural relationship was confirmed through structural equation modelling. The empirical results show that customer trust and satisfaction can be improved when the value congruence is high and service quality is high. Meanwhile, the perception of price fairness has a negative effect on customer trust. However, considering the influence of price fairness on customer satisfaction, the total effect of price fairness on trust is not significant. This result implies that customers are less sensitive to social enterprise product prices than general companies. And customer satisfaction for the social enterprise is positively affecting trust and loyalty, and customer trust is also positively affecting customer loyalty. After the empirical analysis, this study suggests implications for social enterprises to improve customer performance and secure commercial viability.
Keywords
Social enterprise; Value congruence; Price fairness; Service quality; Customer Performance;
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Times Cited By KSCI : 8  (Citation Analysis)
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