| 基于心理契约违背的顾客行为 |
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| 引用本文： | 赵鑫,马钦海. 基于心理契约违背的顾客行为[J]. 技术经济, 2012, 0(9): 104-108 |
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| 作者姓名： | 赵鑫 马钦海 |
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| 作者单位： | 东北大学工商管理学院;沈阳大学国际商学院 |
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| 基金项目： | 国家自然科学基金项目“服务产品的顾客社会规范属性研究”(70772096) |
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| 摘 要： | 基于营销学领域的心理契约理论,界定了顾客心理契约违背的内涵。以餐饮业为例,实证检验了顾客心理契约违背与顾客感知自身义务、抱怨行为倾向和转换意向之间的关系。研究结果表明:顾客心理契约违背对顾客的自身义务感知、直接抱怨倾向、间接抱怨倾向、私下抱怨倾向、第三方抱怨和转换意向等具有负向影响。
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| 关 键 词： | 心理契约违背 顾客行为 顾客感知 |
Customer Behavior Based on Psychological Contract Violation |
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| Zhao Xin,Ma Qinhai. Customer Behavior Based on Psychological Contract Violation[J]. Technology Economics, 2012, 0(9): 104-108 |
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| Authors: | Zhao Xin Ma Qinhai |
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| Affiliation: | 1(1.School of Business Administration,Northeastern University,Shenyang 110819,China; 2.International Business School,Shenyang University,Shenyang 110044,China) |
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| Abstract: | Based on the psychological contract theory in marketing field,this paper defines the connotation of customer’s psychological contract violation.Then it empirically analyzes the relationships between customer’s psychological contract violation and perceived consumer’s responsibilities,complaining behavior and switching intention.The results show that psychological contract violation has negative effects on perceived consumer’s responsibilities in psychological contract,direct complaint,indirect complaint,word-of-mouth complaint,complaint to third party and switching intention. |
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| Keywords: | psychological contract violation customer behavior customer perception |
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