东北大学学报（社会科学版）

东北大学学报（社会科学版） ›› 2017, Vol. 19 ›› Issue (3): 247-252.DOI: 10.15936/j.cnki.1008-3758.2017.03.005

• 经济与管理研究 • 上一篇    下一篇

B2C情境下顾客心理契约结构及不同关系期的差异研究

王小娟1,2,3，万映红1,2，程佳1,2   

  1. (1.西安交通大学管理学院，陕西西安710049;2.西安交通大学实践教学中心(国家级实验教学示范中心)，陕西西安710049;3.西藏民族大学财经学院，陕西咸阳712082)
  • 收稿日期:2016-10-29 修回日期:2016-10-29 出版日期:2017-05-25 发布日期:2017-05-19
  • 通讯作者: 王小娟
  • 作者简介:王小娟(1981-)，女，陕西武功人，西安交通大学博士研究生，西藏民族大学副教授，主要从事客户关系管理、信息系统与电子商务研究;万映红(1962-)，女，湖南浏阳人，西安交通大学副教授，博士生导师，主要从事客户关系管理、信息系统与电子商务、决策理论研究。
  • 基金资助:
    国家社会科学基金资助项目(16CGL073)。

On the Structure of Customer Psychological Contract and Differences in the Relationship Lifecycle Under the B2C Context

WANG Xiao-juan1,2,3， WAN Ying-hong1,2， CHENG Jia1,2   

  1. (1. School of Management， Xi'an Jiaotong University， Xi'an 710049， China; 2. Experiment Center for Management Teaching & Learning (State Level Demo-Center for Experiment Teaching)， Xi'an Jiaotong University， Xi'an 710049， China; 3. School of Economics， Xizang Minzu University， Xianyang 712082， China)
  • Received:2016-10-29 Revised:2016-10-29 Online:2017-05-25 Published:2017-05-19
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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。

关键词: B2C, 顾客心理契约, 关系生命周期

Abstract: The scale of customer psychological contract under the B2C context was developed through an in-depth interview， and the rationality of the three-dimensional structure model proposed in the study was verified by using exploratory and confirmatory factor analysis. Moreover， the structural differences of customer psychological contract in the relationship lifecycle were explored by using single factor variance analysis. The results showed that customer psychological contract is comprised of three dimensions， i.e.， relationship development， transaction regulation and service fairness under the B2C context; customers’ focus on the relevant responsibilities at the varied stages of customer psychological contract is different—transaction regulation is paid great attention to at the exploration stage and service fairness is highlighted at the forming stage; and the explanatory power of the three dimensions is different， among which the explanatory power of relationship development is the strongest.

Key words: business to customer, customer psychological contract, relationship lifecycle

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