The impact of perceived justice on perceived quality and perceived value: The moderator role of brand popularity (A research based on Turkish Airlines brand)

The importance of perceived fairness by customers has increased recently because of its impact on customer satisfaction, acceptance of the product, and his pursuit of repeat purchases. On the other hand, as part of the researchers' quest to study the impact of justice on customer loyalty and satisfaction, it was necessary to shed light on the concept of product value, quality, and the product's brand. Therefore, this study sought to investigate the effect of perceived justice on perceived quality and perceived value: the moderator role of brand popularity. Through a search based on the Turkish Airlines brand. This study relied on a questionnaire to collect data from Turkish Airlines customers in Iraq and Turkey, where the questionnaire was distributed randomly. After collecting the data, descriptive analyses, factor analysis and correlation analysis were applied to study the relationship between the variables, Path coefficients and Parameter estimates applied to study the mediating effect of brand popularity. The study concluded that there is a strong correlation between perceived interactive and procedural justice and the quality and value of the product, and that brand popularity has a positive and strong impact on this relationship. Key Words: Perceived Justice, Perceived Quality, Perceived Value and Brand Popularity.