The Reaserch On The Relationship Of Service Fairness, Psychological Contract And Customer Citizenship Behavior

Nowadays electronic commerce shows a good momentum of development, of which undoubtedly the fastest growing is B2C, and various B2C networks emerge in endlessly. For service businesses, the customer is God, B2C Internet business is no exception. The popularity of computer, rapidly developing of network information make consumers can find any information what they need anywhere, and this makes the network market competition fiercer than the traditional market. To take up a place in such a competitive market, the network company should pay more attention to online customer relationship management and put customer on the company's human resources management content. At the same time, strive to make efforts to transformation between external resources and internal resources, then expect the customer citizenship management bring numerous tangible and intangible benefits to the enterprise.This paper studies on the relationship among service fairness, psychological contract, and customer citizenship behavior in the B2C online shopping environment. First, this paper reviews the literatures about service fairness, psychological contract in the marketing situation and customer citizenship behavior. Then, on the basis of relevant theories and previous research results, this paper boldly proposed that service fairness have a direct significant influence on psychological contract, and the same between psychological contract and customer citizenship behavior, and also assume the psychological contract play a intermediacy role between the service fairness and customer citizenship behavior. According to these assumptions, this paper establishes a model among service fairness, psychological contract and customer citizenship behavior.In conclusion, this paper mainly found the following conclusions by investigates, analyzes and studies 312 internet customer:(1)service fairness have a direct significant influence on psychological contract, and the same between psychological contract and customer citizenship; The psychological contract plays a intermediacy role between the service fairness and customer citizenship behavior.(2)International justice, information justice both have a significantly positive effect on the two types of psychological contract:the transactional and relational psychological contract. While the distributive justice only impact transactional psychological contract, and procedural justice have none influence on both of the two.(3)Transactional psychological contract have significant positive effects on the recommendation and feedback; The effects on the three types of customer citizenship behavior of relations psychological contract are significant positive.In addition, the main contribution of this study are:(1) Proved the rationality of psychological contract theory in marketing environment which is came of organizational by empirical research (2) The research on customer citizenship behavior both home and abroad are at the initial stage, and this study can effectively enrich the theory about customer citizenship behavior. (3)This article first introduced to the psychological contract to service fairness between citizenship behavior in the researcher, and verify its significant part intermediary role.Based on the empirical study, this paper provides some recommendations for the B2C website as follows:Establish a good communication mechanism with customers; Provide rich and accurate information to the customers; Strengthening the psychological contract with customers. Develop customer citizenship behavior by multi-channel and also have an effective management of it. At last, this paper proposes future research directions.