| 基于心理契约的关系营销机制:服务业实证研究 |
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| 引用本文： | 罗海成,范秀成.基于心理契约的关系营销机制:服务业实证研究[J].南开管理评论,2005,8(6):48-55. |
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| 作者姓名： | 罗海成 范秀成 |
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| 作者单位： | 福建行政学院;南开大学商学院 |
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| 基金项目： | 国家自然科学基金项目(70272027)，教育部人文社会科学项目(03JD630013)成果，南开大学211项目成果 |
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| 摘 要： | 借鉴组织行为学研究成果,本文对心理契约概念进行了界定。在关系营销研究框架基础上,加入心理契约这一变量,就心理契约与顾客信任、顾客承诺、顾客忠诚之间的关系建立了结构方程模型。通过两个服务行业的实证数据分析,基于心理契约的关系营销机制得到了验证。研究结果为营销研究和实践提供了理论指导和实证依据。
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| 关 键 词： | 心理契约 顾客信任 顾客承诺 顾客忠诚 服务业 |
The Relationship Marketing Mechanism Based on Psychological Contract: An Empirical Study from Service Industries |
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| Luo Haicheng,Fan Xiucheng.The Relationship Marketing Mechanism Based on Psychological Contract: An Empirical Study from Service Industries[J].Nankai Business Review,2005,8(6):48-55. |
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| Authors: | Luo Haicheng Fan Xiucheng |
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| Abstract: | Based on the organizational behavioral studies, this paper defines the construct psychological contract in marketing context. This paper introduces the construct psychological contract into the relationship-marketing framework and develops a structural equation model involving psychological contract, customer trust, customer commitment, and customer loyalty. The relationship marketing mech- anism based on psychological contract is validated by an empirical study from service industries. Findings of this study provide not only theoretical guidance for marketing research, but also empirical evi- dences for marketing practices. |
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| Keywords: | Psychological Contract Customer Trust Customer Commitment Customer Loyalty Service Industry |
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