The Relationship between Service Fairness and Service Quality with Customer's Satisfaction, Trust and Loyalty

Service and service quality in the bank have a great impact on customers’ satisfaction, trust and loyalty. The aim of this study is to investigate the relationship between service fairness and quality of service with customers’ satisfaction, trust and loyalty in Bank Mellat in Tehran. The model of this study was adopted from Kasim and Asiah Abdullah (2010) and Chen et al. (2012). The aim of this study is applied and the method of data collection, cross-survey correlation. The population of this research is customers in branches of Bank Mellat in Tehran. 400 customers were selected randomly as the sample. Data were collected through questionnaires. To test the hypotheses, structural equation modeling approach and software SPSS22 and PLS2 partial least squares was used. The results showed that, service Fairness and service quality impact on customers’ satisfaction, trust and loyalty. Among13existing hypotheses, 10 hypotheses were confirmed.