Do Customers want Employees’ Authentic Service or Just Service? The Effects of Employees’ Authenticity and Justice on Customers’ Commitment and Behavior

The purpose of this study was to examine the structural relationship between customers’ perception of authenticity, justice, customer commitment, and customer behavior in franchise coffee shops. To test the hypotheses of the study, a total of 428 null in Korea were considered in an empirical analysis using a two-step structural equation model (SEM) approach. In particular, employees authenticity had relatively great influence on customers’...