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。
Based on the psychological contract theory in marketing field,this paper de~,nes the connotation of customer＇s psychological contract violation. Then it empirically analyzes the relationships between customer＇s psychological contract violation and perceived consumer＇s responsibili- ties, complaining behavior and switching intention. The results show that psychological contract violation has negative effects on perceived con- sumer＇s responsibilities in psychological contract,direct complaint, indirect complaint,word-of-mouth complaint, complaint to third party and switching intention.
出处
《技术经济》
CSSCI
2012年第9期104-108,共5页
Journal of Technology Economics
基金
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)
关键词
心理契约违背
顾客行为
顾客感知
psychological contract violation~ customer behavior~ customer perception
