摘要
心理契约一直是组织行为研究的热门话题,心理契约的违背会对企业员工行为产生重要的影响。近年来学者们开始把心理契约这一概念引入到营销情境,认为心理契约在营销情境下同样存在。通过实证分析探讨心理契约违背对顾客抱怨行为的影响,并针对服务性企业提出相应营销策略。
Psychological Contract has always been a hot topic in organization behavioral study. Psychological contract violation plays an important part in the enterprise staff behaviors. In recent years, scholars have begun to introduce psychological contract into marketing context. They think that psychological contract also exists in the marketing context. Based on the scholars＇ studies, using empirical analysis, this paper discusses psychological contract violation＇ s impact to customer complaint behavior and gives some marketing strategies for service enterprise.
出处
《嘉应学院学报》
2009年第5期55-60,共6页
Journal of Jiaying University
基金
教育部人文社科项目资助(07JA630061)
关键词
心理契约
心理契约违背
顾客抱怨行为
psychological contract
psychological contract violation
customer complaint behavior
