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Influence of perceived service fairness on relationship quality and switching intention: an empirical study of restaurant experiences

Restaurants and dining out are an important part of the tourism industry and are a major business in their own right. The purpose of this study was to examine the relationship between perceived service fairness, relationship quality, and switching intention in fine dining restaurants. Data were collected through a convenience sampling method from 164 customers from only fine dining restaurants in the northern region of West Malaysia (Kedah, Perak, Penang, and Perlis States). Unlike all previous studies which have focused exclusively on the role of justice in service failure and recovery, this study considers all-inclusive service delivery contexts. The results of this study showed that all the dimensions of perceived service fairness have a significant relationship with switching intention. In addition, perceived service fairness has a positive relationship with trust in all dimensions except for outcome fairness. Moreover, the results found that among the perceived service fairness dimensions, only procedural fairness and interactional fairness had a positive relationship with commitment and price fairness; outcome fairness was not related to commitment. Finally, the results confirmed the negative and significant relationship between relationship quality (trust and commitment) on switching intention. Managerial implications of these findings are briefly discussed.