基于心理契约的关系营销机制:服务业实证研究

The Relationship Marketing Mechanism Based on Psy- chological Contract: An Empirical Study from Service Industries

借鉴组织行为学研究成果,本文对心理契约概念进行了界定。在关系营销研究框架基础上,加入心理契约这一变量,就心理契约与顾客信任、顾客承诺、顾客忠诚之间的关系建立了结构方程模型。通过两个服务行业的实证数据分析,基于心理契约的关系营销机制得到了验证。研究结果为营销研究和实践提供了理论指导和实证依据。

Based on the organizational behavioral studies, this paper defines the construct psychological contract in marketing context. This paper introduces the construct psychological contract into the relationship-marketing framework and develops a structural equation model involving psychological contract, customer trust, customer commitment, and customer loyalty. The relationship marketing mechanism based on psychological contract is validated by an empirical study from service industries. Findings of this study provide not only theoretical guidance for marketing research, but also empirical evidences for marketing practices.