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

doi:10.15936/j.cnki.1008-3758.2017.03.005

Journal of Northeastern University(Social Science) ›› 2017, Vol. 19 ›› Issue (3): 247-252.DOI: 10.15936/j.cnki.1008-3758.2017.03.005

• Economics and Management • Previous Articles Next Articles

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

WANG Xiao-juan^1,2,3， WAN Ying-hong^1,2， CHENG Jia^1,2

(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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Abstract

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

CLC Number:

F713.5

WANG Xiao-juan， WAN Ying-hong， CHENG Jia. On the Structure of Customer Psychological Contract and Differences in the Relationship Lifecycle Under the B2C Context[J]. Journal of Northeastern University(Social Science), 2017, 19(3): 247-252.

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

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