Research Of Customer Complaint Behavior Based On Psychological Contract Violation

After suffering unhappy consumption experience, many people usually keep silence and turn to other products or service providers, or convey the negative information to their relatives and friends, or seek help to the Consumer Association and other organs when the problem is more serious. However, a few people directly reflect the quality of the products or service and demand to improve to the providers, so that enterprises have no opportunity to make up mistakes, can't understand the real reason for the loss of customers and improve the quality of products or service. Therefore, customer complaint impacts on corporate performance directly. Since the 1970s, scholars have a great deal of study on customer complaint behavior, the content of which focused on its definition, classification, factors and causes and so on.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 and considering customer personal characteristics, this paper uses empirical analysis to discuss psychological contract violation's impact to customer complaint behavior.There are some conclusions as follows: The psychological contract between enterprise and customer is consist of transactional psychological contract and relational psychological contract; the psychological contract violation is consist of transactional psychological contract violation and relational psychological contract violation; psychological contract violation is related to customer complaint behavior; and there is significant difference in psychological contract violation and customer complaint behavior towards customer personal characteristics.