顾客参与、感知服务质量对顾客心理契约的影响研究

The Impact of Consumer Participation and Perceived Service Quality upon Consumers' Psychological Contract

顾客心理契约是动态变化的,受服务流程中诸多因素的影响。在已有研究成果基础上,探讨顾客参与、感知服务质量对顾客心理契约的作用机理。通过美发业的实证研究表明,顾客参与、感知服务质量正向影响顾客心理契约,感知服务质量在顾客参与与顾客心理契约的关系上起部分中介作用。通过路径系数对比,同时发现,顾客参与对顾客与企业之间交易契约的影响高于关系契约,感知服务质量对顾客与企业之间的关系契约的影响高于交易契约。

Consumers＇ psychological contract is dynamically changing, prone to many factors in the process of service delivery. Based on the literature review, this paper analyzes the impact of consumer participation and perceived service quality upon consumers＇ psychological contract. Using an empirical study of the haircut industry, the results show that consumer participation and perceived service quality affect consumers＇ psychological contract, and the effect of consumer participation on consumers＇ psychological contract is partly moderated by perceived service quality. Comparing the path coefficients, the effect of consumer participation on transactional consumers＇ psychological contract is stronger than the effect of consumer participation on relational consumer psychological contract, and the effect of perceived service quality on relational consumers＇ psychological contract is stronger than the effect of perceived service quality on transactional consumers＇ psychological contract. The results could enrich the theory of influencing factors on consumers＇ psychological contract.