营销情境中的心理契约及其测量

Psychological Contract and Its Measurement in Marketing Context

心理契约发轫于组织行为学研究,但心理契约在企业与顾客的营销情境中同样存在。在文献回顾基础上,本文将心理契约应用到营销情境中,界定了特定的概念内涵,开发设计了相应的测度量表,并通过调查数据分析,对量表的信度与效度进行了实证检验。

Although the theory of psychological contract originated from organizational behavioral research, there also exist psychological contracts in enterprise-customer marketing context. Based upon the literature review, this paper applies the psychological contract theory to marketing context, and defines the specific connotation of psychological contract in marketing context. A measurement scale for psychological contract is designed and its reliability and validity are empirically tested by survey data analysis.