服务企业与顾客心理契约结构研究——一项基于银行业的实证研究

Study on Psychological Contract Structure between the Service Enterprise and Customer:An Empirical Test Based on Banking Industry

本文以银行业为研究对象,在国内外心理契约研究成果基础上,通过对营销情境下顾客心理契约的概念界定,建立了服务企业与顾客的心理契约模型,探索了服务企业与顾客之间的心理契约各结构维度的组成,实证结果对转型经济背景下中国服务企业客户关系管理的战略制定具有理论参考作用。

Based on the banking industry as the research object, this paper discusses the structure dimensions of the psychological contract between service enterprise and customer（s） under the marketing situation. This article based on psychological contracts researches at home and abroad, gives the definition of the concept of psychological contracts under the marketing situation, which is a series of faiths generated by customers＇ ideas of service firms＇ service philosophy, marketing practice, cultural understanding and various types of promises by service firms. This kind of faith was a mutual obligation of reciprocity between customers and service firms. With the help of researches home and abroad as well as psychological contract models between service firms and customers, a hypothesis is put forward. Factor analysis （EFA＆ CFA） is used to test the hypotheses in a sample of 498 respondents. Analysis results show that psychological contract by service firm to customers is a two-dimensional structure, among which Dimension 1 is constructed by six Observed Variables like ＂concerning friendship with you＂, ＂caring your work and life＂ and ＂no recommendation of products and services you don＇t need＂. These six Variables focus on the need satisfaction on the pursuit of social affection, and of the construction and maintenance of long-term relationship. They are in accordance with the contents of relational psychological contract of the researches before and therefore could be named ＂relational psychological contract＂. Dimension 2 is constructed by another six Observed Variables like ＂offering self-service facilities＂, ＂providing comfortable service environment＂ and ＂furnishing competitive service products＂. These six Variables focus on the pursuit of short-term interests and gratification, which are economical and material. They are in accordance with the contents of transactional psychological contract of the researches before and therefore could be named ＂transactional psychological contract＂. Similarly, psychological contract by customers to service firms is a two-dimensional structure too, among which Dimension 1 is constructed by six Observed Variables like ＂respectful of people＇s work＂, ＂aware of tidiness of service environment＂ and ＂no damage of self-service facilities＂. These six Variables are in accordance with the contents of transactional psychological contract by employees to organizations in the researches before and therefore could be named ＂transactional psychological contract＂. Dimension 2 is constructed by another six Observed Variables like ＂willing to receive long-term service from the firm＂, ＂willing to accept adjustments of service procedure＂ and ＂abiding by services regulations of the firm＂. These six Variables focus on the main- tenance of long-term relationship with the firm. They are in accordance with the contents of relational psychological contract in the researches before and therefore could be named ＂relational psychological contract＂. The results have a significant value of theory reference on the strategy of customer relationship management and maintenance of customer relationships made by China＇s service firms in the context of transition economy.