A Study of Customer Behavior Base on the Psychological Contract Violation For Example with Tourism
This paper replaces the marketing service enterprise scenario of psychological contract violation and customer relations for the relationship between organizational psychological contract violation and the employee relationship, and investigates 236 customers who had a travel experience in order to apply on the quantitative research and test the structural equation. The results suggest that: (1) the psychological contract between service enterprise and their customers are consist of transactional psychological contract, relational psychological contract. (2)In service enterprise, transactional psychological contract violation is positively related to customer’s exit and complaint, decreasing customer’s silence and loyalty; Relational psychological contract cause customers decreasing loyalty, complaint and increasing silence, no significant influence to customer’s exit. (3) Customers pay more attention to transactional psychological contract than relational psychological contract. Service enterprise psychological contract violation on these aspects will cause customers increasing destructive behavior and decreasing constructive behavior.
psychologicalcontract psychologicalcontractviolation complaint loyalty silence exit
Yang Lin Zhou Haili
Team of Research and InnovationGuangdong University of Foreign StudiesGuangzhou, China MA student, Team of Research and InnovationGuangdong University of Foreign StudiesGuangzhou, China
国际会议
广州
英文
1-6
2011-05-13（万方平台首次上网日期，不代表论文的发表时间）