Do More Investments or Higher Justice Win the Higher Loyalty?

Researchers have found that customer loyalty is an important source of competitive advantage of a business. This concept has been widely tested in reference to various objects. To date, however, few researchers have addressed the issues on the impact of relationship investment and justice on behavioral loyalty mediated by three elements of relationship quality. Present research has developed an integrated model of the above issue and has investigated visitors from two kinds of leisure farm in Taiwan. The results indicate justice might act as an important driver of behavioral loyalty. Finally, some implications and suggestions are offered based on the results.