【摘要】：心理契約理論在組織行為學(xué)中擁有較成熟的理論體系,但在營銷領(lǐng)域中的應(yīng)用研究才剛剛開始。事實表明心理契約廣泛存在于顧客與企業(yè)的營銷關(guān)系中,在服務(wù)行業(yè)顧客對心理契約違背的感知更為敏感。心理契約違背顯然負向影響顧客重復(fù)購買行為,但也不可忽視轉(zhuǎn)換成本在此過程中的作用。 本文以顧客心理契約違背為自變量,顧客重復(fù)購買意向為因變量,顧客轉(zhuǎn)換成本為調(diào)節(jié)變量,并將心理契約違背劃分為交易型心理契約違背與關(guān)系型心理契約違背兩個維度,從程序轉(zhuǎn)換成本、財務(wù)轉(zhuǎn)換成本與關(guān)系轉(zhuǎn)換成本三個維度測量顧客轉(zhuǎn)換成本,探討了顧客心理契約違背、轉(zhuǎn)換成本與重復(fù)購買意向之間關(guān)系。在服務(wù)行業(yè)進行的實證研究表明：交易型心理契約違背與關(guān)系型心理契約違背兩個維度均與顧客重復(fù)購買意向顯著負相關(guān)；交易型心理契約中,顧客轉(zhuǎn)換成本能夠調(diào)節(jié)心理契約違背與重復(fù)購買意向之間的關(guān)系,隨著顧客轉(zhuǎn)換成本提高,交易型心理契約違背對重復(fù)購買意向的負向作用減弱；但在關(guān)系型心理契約違背對重復(fù)購買意向的影響中,顧客轉(zhuǎn)換成本沒有顯著的調(diào)節(jié)作用。 上述研究結(jié)論對營銷管理的啟示是,要減少心理契約違背對顧客重復(fù)購買意向的影響,一是要加強客戶關(guān)系管理,減少顧客心理契約違背的發(fā)生；二是制定合理的營銷策略,提高顧客轉(zhuǎn)換成本,降低交易型心理契約違背對重復(fù)購買意向的負向影響。文章的主要創(chuàng)新點為顧客轉(zhuǎn)換成本的引入,分析其調(diào)節(jié)作用下顧客心理契約違背對重復(fù)購買意向的影響,一方面解釋了現(xiàn)有理論無法解釋的實際現(xiàn)象,另一方面豐富了營銷情境中心理契約違背調(diào)節(jié)變量的理論研究。
[Abstract]:The theory of psychological contract has a mature theoretical system in organizational behavior, but the applied research in the field of marketing is just beginning. The facts show that psychological contract widely exists in the marketing relationship between customers and enterprises, and customers in service industry are more sensitive to the perception of psychological contract violation. The psychological contract violation obviously negatively affects the customer's repeated purchase behavior, but the role of the conversion cost in this process should not be ignored. In this paper, customer psychological contract violation is regarded as independent variable, customer repeated purchase intention as dependent variable, customer switching cost as adjustment variable, and psychological contract violation is divided into two dimensions: transactional psychological contract violation and relational psychological contract violation. This paper measures customer switching cost from three dimensions: program conversion cost, financial conversion cost and relationship conversion cost, and probes into the relationship among customer psychological contract violation, conversion cost and repeated purchase intention. Empirical research in the service industry shows that: transactional psychological contract breach and relational psychological contract violation are significantly negatively related to the customer's repeated purchase intention; transactional psychological contract, Customer switching cost can adjust the relationship between psychological contract violation and repeated purchase intention. With the increase of customer switching cost, the negative effect of transactional psychological contract violation on repeated purchase intention is weakened. However, in the impact of relationship psychological contract violation on repeated purchase intention, customer switching cost has no significant regulating effect. The enlightenment of the above conclusions to marketing management is to reduce the impact of psychological contract violation on customers' repeated purchase intention, to strengthen customer relationship management, to reduce the occurrence of customer psychological contract violations, and to formulate reasonable marketing strategies. The negative effect of transactional psychological contract violation on repeated purchase intention is reduced by increasing customer switching cost. The main innovation of this paper is the introduction of customer switching cost, and analyzes the influence of customer psychological contract violation on repeated purchase intention under its adjustment. On the one hand, it explains the actual phenomenon which can not be explained by existing theories. On the other hand, it enriches the theoretical study of psychological contract violation regulation variable in marketing situation.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F713.55

【參考文獻】

相關(guān)期刊論文 前2條

1 王麗婷;陽林;;心理契約違背研究綜述[J];合作經(jīng)濟與科技;2010年11期

2 廖成林;李菡;石剛;;信任視角下心理契約對顧客重復(fù)購買意向的影響研究[J];商業(yè)時代;2010年19期

，

本文編號：2145307