基于心理契约违背的顾客行为研究

Study of Customer Behavior Based on Psychological Contract Violation

将组织心理契约违背与雇员之间的关系置换为营销情景下服务企业心理契约违背与顾客的关系,通过对263位经常接受银行服务的顾客进行定量研究和结构方程验证,得出如下研究结论:服务企业交易型心理契约违背导致顾客退出、抱怨行为增加和顾客忠诚降低、沉默行为减少;服务企业的关系型心理契约违背导致顾客忠诚降低、抱怨行为和沉默行为增加,对顾客退出行为影响不显著.交易型心理契约是顾客更加关注的心理契约形式,顾客对关系型心理契约的关注相对较少.

The relationship between organizational psychological contract violation and the employee was replaced by the relationship between service enterprise psychological contract violation and customer with the condition of marketing.Two hundred and sixty three customers who often receive banking services were investigated and statistical data were analyzed and verified by structural equation.The results suggest that transactional psychological contract violation is positively related to customer＇s exit and complaint,decreasing customer＇s silence and loyalty;relational psychological contract violation causes customers decreasing loyalty,complaint and increasing silence.There is no significant influence to customer＇s exit.Customers pay more attention to transactional psychological contract than to relational psychological contract.