顾客心理契约违背、转换成本对重复购买意向的影响研究

发布时间：2018-07-26 07:35

【摘要】：心理契约理论在组织行为学中拥有较成熟的理论体系,但在营销领域中的应用研究才刚刚开始。事实表明心理契约广泛存在于顾客与企业的营销关系中,在服务行业顾客对心理契约违背的感知更为敏感。心理契约违背显然负向影响顾客重复购买行为,但也不可忽视转换成本在此过程中的作用。本文以顾客心理契约违背为自变量,顾客重复购买意向为因变量,顾客转换成本为调节变量,并将心理契约违背划分为交易型心理契约违背与关系型心理契约违背两个维度,从程序转换成本、财务转换成本与关系转换成本三个维度测量顾客转换成本,探讨了顾客心理契约违背、转换成本与重复购买意向之间关系。在服务行业进行的实证研究表明：交易型心理契约违背与关系型心理契约违背两个维度均与顾客重复购买意向显著负相关；交易型心理契约中,顾客转换成本能够调节心理契约违背与重复购买意向之间的关系,随着顾客转换成本提高,交易型心理契约违背对重复购买意向的负向作用减弱；但在关系型心理契约违背对重复购买意向的影响中,顾客转换成本没有显著的调节作用。上述研究结论对营销管理的启示是,要减少心理契约违背对顾客重复购买意向的影响,一是要加强客户关系管理,减少顾客心理契约违背的发生；二是制定合理的营销策略,提高顾客转换成本,降低交易型心理契约违背对重复购买意向的负向影响。文章的主要创新点为顾客转换成本的引入,分析其调节作用下顾客心理契约违背对重复购买意向的影响,一方面解释了现有理论无法解释的实际现象,另一方面丰富了营销情境中心理契约违背调节变量的理论研究。
[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.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F713.55

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