Linking perceived price fairness, customer satisfaction, trust, and loyalty: A structural equation modeling of Facebook‐based e‐commerce in Bangladesh

The data from the current research forms part of a broader study that analyzes the association between perceived price fairness, customer satisfaction, trust, and loyalty among social‐commerce users. This study examines their relationship in the context of Facebook‐based e‐commerce in Bangladesh. Based on data obtained from 171 respondents to a self‐administered questionnaire, it uses structural equation modeling and AMOS 21 software to test a research model and seven hypotheses. The study also tests and validates a Western instrument in the Asian context. In line with previous work, it reveals that perceived price fairness is positively related to customer loyalty, customer satisfaction, and trust, and that customer loyalty is also positively related to customer satisfaction and trust. However, it shows that customer satisfaction and trust do not mediate the relationship between perceived price fairness and customer loyalty. It provides practitioners with an understanding of key constructs in various forms that are causing the variation in customer loyalty. The research also provides useful insights for managers who wish to increase customer loyalty and offers guidance to those that intend to attract customers toward shopping, particularly via Facebook.