B2C情境下顾客心理契约结构及不同关系期的差异研究

发布时间：2018-02-13 21:20

本文关键词： BC 顾客心理契约关系生命周期　出处：《东北大学学报(社会科学版)》2017年03期 　论文类型：期刊论文

【摘要】：通过深度访谈开发了B2C背景下顾客心理契约的测量量表,采用探索性因子分析和验证性因子分析验证了B2C情境下顾客心理契约三维结构模型的合理性,并结合关系生命周期理论及顾客心理契约结构存在动态变化的特性,利用方差分析检验了不同关系期顾客心理契约结构的差异。研究结果表明:B2C情境下顾客心理契约由关系发展责任、交易规范责任及服务公平责任三个维度构成;不同关系期顾客对相关责任的关注度不同,探索期更重视交易规范责任,形成期更重视服务公平责任;不同责任的解释能力不同,关系发展责任的解释力最强。
[Abstract]:The measurement scale of customer psychological contract under the background of B2C was developed through in-depth interviews. The rationality of the three-dimensional structure model of customer psychological contract in B2C context was verified by exploratory factor analysis and confirmatory factor analysis. Combined with the relationship life cycle theory and customer psychological contract structure, there are dynamic changes, The analysis of variance is used to examine the differences of customer psychological contract structure in different relationship periods. The results show that customer psychological contract consists of three dimensions: relationship development responsibility, transaction norm responsibility and service fairness responsibility. Customers pay different attention to the related responsibilities in different relationship periods, the exploration period pays more attention to the responsibility of transaction norms, and the formation period pays more attention to the responsibility of service equity; the interpretation ability of different responsibilities is different, and the explanatory power of relationship development responsibility is the strongest.
【作者单位】：西安交通大学管理学院;西安交通大学实践教学中心(国家级实验教学示范中心);西藏民族大学财经学院;
【基金】：国家社会科学基金资助项目(16CGL073)
【分类号】：F274

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