基于心理契约的服务型企业顾客忠诚管理研究

Study on Loyalty of Service Enterprise Customer Based on Psychological Contract

心理契约源于组织行为学研究,但企业与顾客间也存在心理契约。本文将心理契约应用到营销情境中研究服务型企业顾客忠诚,设计相应的测度量表,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,来分析关系心理契约、交易心理契约与行为忠诚、态度忠诚之间的关系。

Psychological contract source in organization behavior research, while, it also exists between the enterprise and the customer. This article applies psychological contract in the marketing situation to study the service enterprise customer＇s loyalty, designs the corresponding measure meter, analyses the investigation data, carries on the real diagnosis examination to the meter letter with the validity, analyses the relations of the relational psychology contract, the transaction psychology contract, the behavior loyal, and the attitude loyal.