Impact of Price fairness on Price Satisfaction, Customer satisfaction and Customer Loyalty in Iran Telecommunication Market (Case: MTN Irancell Company)

Price fairness and price satisfaction is one the most important fields in pricing and also in customer satisfaction. In this research, first the dimensions of price fairness, price satisfaction, customer satisfaction, and customer loyalty is extracted from marketing literature, then 5 hypotheses is developed. In proposed model, price fairness has direct impact on price satisfaction, customer satisfaction and customer loyalty; also price satisfaction has direct impact on customer satisfaction and customer satisfaction has direct impact on customer loyalty. Statistical Society of this research is University of Tehran's Student and the number of samples is 379. Students are selected accidently for answering the questionnaire. Structural Equation Modeling is applied in this research. The results show that all of the hypotheses are strongly supported. It means that price fairness is one of the building blocks of the price satisfaction, customer satisfaction and customer loyalty. It's recommended to assess the customer perception of the price fairness. Also some directions for future researches are indicated.