Psychological Contract Breach and Compensation of Online Customer Service Failure

摘要：

The psychological contract in the marketing relationship has attracted more and more researchers attention. This study proposed that the psychological contract compensation of online customers was related to the category of psychological contract breach and the customers individual value orientation, and tested it by a simulation experiment. 139 students in a Chinese university took part in the experiment. The results showed that the interaction effect of individual value orientation and breach type on trust compensation was significant. The compensation will be more effective to repair trust for cooperative individuals when the breach is caused by ability, while more effective for non-cooperative individuals when the breach is caused by integrity. The findings have implications for making marketing strategy and improving service quality.

关键词： Breach Compensation Individual Value Orientation Online Shopping Psychological Contract Trust

作者: Jin Yan Ying Zhang Huizhen Pan

作者单位: Enterprise Management Department,School of Management,Zhejiang University,Management Building 805,Ha Enterprise Management Department,School of Management,Zhejiang University,Hangzhou,310058,P.R.China the China Mobile Communications Corp.,Jiaxing Branch,314000,P.R.China

会议类型: 国际会议

会议名称: 2009 6th International Conference on Service Systems and Service Management( 2009 第六届服务系统与服务管理国际会议)

会议地点: 厦门

会议语种:英文

页码: 424-428

在线出版日期: 2009-06-08（万方平台首次上网日期，不代表论文的发表时间）