本土关系营销情境中的消费者心理契约研究反思

Reflection of Consumer Psychological Contract Research Under Chinese Relationship-marketing Scenarios

消费者心理契约主要是指消费者对企业在与之交易过程中或关系维系过程中,在规范要求、人际互动及竞争提升的环境影响下,对企业必须承担的某些责任的感知,是"潜规则"、"惯例",属于"礼"的范畴。本土消费者心理契约主要包括三个方面:规范责任、人际责任和发展责任,其中人际责任受本土文化影响最大;结合消费者个性因素、企业因素和社会环境因素,消费者心理契约可以分成8种类型。消费者心理契约不同方面对顾客关系的维系作用机制存在较大差异。

Consumers psychological contract is a perception of responsibility for corporate.This perception is formed based on the regulatory requirements,social interaction and competition enhancing of environmental impact in the process of relationship maintaining.Consumer psychological contract can be considered as the ＂hidden rules＂,＂custom＂,as ＂gift＂ category.Local consumer psychological contract includes three aspects which are the norm responsibility,personal responsibility,which are most affected by the local culture and development responsibility.Combining consumer personality factors,business factors and social factors,consumer psychological contract can be divided into eight types. Different aspects of consumer psychological contract are quite different when they are used to maintain relations.