PurposeThe purpose of this paper is to investigate the effects of customer satisfaction both directly and indirectly (through loyalty) on price acceptance. In addition, price fairness is considered as an antecedent of customer satisfaction and loyalty.Design/methodology/approachBased on a theoretical discussion regarding the relationship among price fairness, customer satisfaction, loyalty, and price acceptance, empirical research was conducted to test the proposed relationships. Multiple‐item indicators from previous studies were employed to measure the constructs.FindingsThe results from the study provide empirical support, suggesting that perceived price fairness influences customer satisfaction and loyalty. The analysis also suggests that customer satisfaction and loyalty are two important antecedents of price acceptance.Research limitations/implicationsThe study ponders the relationship between customer satisfaction and loyalty and price acceptance, while other factors that have an influence on price acceptance are not considered.Practical implicationsThe research results suggest that perceived price fairness in service industries can be viewed as a threshold factor in order to maintain satisfied and loyal customers. Additionally, managers should consider that price acceptance depends on the level of satisfaction and loyalty.Originality/valueThe present study provides useful information on the relationship among price fairness, customer satisfaction, loyalty, and price acceptance in service industries.

Purpose -The purpose of this paper is to investigate the impact of relational benefits on customer satisfaction in retail banking. This paper presents a causal model that identifies a connection between the relational benefits achieved through a stable and long-term relationship with a given bank and customer satisfaction with retail banking. Design/methodology/approach -Based on a theoretical framework regarding the relationship between relational benefits and customer satisfaction, an empirical study using a sample of 204 bank customers was conducted, and the theoretical model is tested. Multi-item indicators from prior studies were employed to measure the constructs of interest, and the proposed relationships were tested using structural equations modeling methods. Findings -The results show that confidence benefits have a direct, positive effect on the satisfaction of customers with their bank. However, special treatment benefits and social benefits did not have any significant effects on satisfaction in a retail banking environment. Research limitations/implications -This study was conducted in a retail banking setting, and may not be generalized in other service sectors. It has also focused on the relationship between relational benefits and satisfaction, while other factors that may have an influence on consumer satisfaction have not been considered. Practical implications -The findings suggest that banks can create customer satisfaction through relational strategies that focus on building customer confidence. Therefore, frontline employees should be committed to establishing and maintaining confidence benefits for customers. Originality/value -Interest in the subjects of relational benefits and customer satisfaction has been growing among marketing researchers and practitioners. The present study provides useful information on the relationship between customer satisfaction and specific relational benefits in retail banking.

Purpose The purpose of this study is to verify the existence of loyalty among fast-food customers and its dependence on fast-food service quality, comprising service quality, food quality and store atmosphere. This study also examines the direct and mediating role of constructs such as satisfaction and trust in creating loyalty in fast-food restaurants (FFRs). Design/methodology/approach A sample of 456 fast-food customers was collected using a structured questionnaire. This paper uses partial least squares path modeling to test and validate the study’s research model and hypotheses. Findings The results suggest that fast-food service quality has a positive influence on satisfaction, trust and loyalty among fast-food customers. The findings also reveal a mediating effect of trust (partial mediation), increasing the effect of satisfaction on loyalty. Practical implications This study reinforces the importance of considering the attributes that influence customer loyalty. Specifically, food quality is considered key to increasing loyalty among FFR customers. Originality/value This study proposes an integrated model influenced by three factors that contribute to fast-food service quality (i.e. food quality, service quality, atmosphere) along with classical variables used in the marketing literature (i.e. satisfaction, trust) in the creation of FFR loyalty. This study also follows modern procedures in PLS-SEM by challenging conventional methods.

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