Research Of Customer Bad Behavior Based On Psychological Contract Violation

Psychological contract has been a popular issue in Organizational Behavior Study. In recent years, psychological contract is introduced in marketing context by scholars because they think it also exits in marketing context. In market environment, customers' purchasing a particular product or service would lead to a bilateral economic even psychological contract. Simply speaking, there is a kind of subtle and implicit expectation between customers and corporations, which we call, is psychological contract.Once the psychological contract between customers and corporation is breached, it would give rise to customers' dissatisfaction or even unfavorable behaviors, such as destruction of service facilities, noncompliance of service regularity, insulting attendants and so on. These kinds of behaviors could damage corporate visualization and will greatly influence on other customers' purchasing behaviors.With literature review, this paper will make an investigation into the influence of customers' psychological contract violation on their unfavorable behaviors and satisfaction degree. The paper found out that customers' psychological contract consists of trading psychological contract and relationship psychological contract; trading psychological contract violation and relationship psychological contract violation compose the psychological contract violation; psychological contract violation is interrelated to customers' unfavorable behaviors and their satisfaction; there are significant differences of customers' unfavorable behaviors between male and female and on different ages.The conclusions of this paper have a certain inspiration Significance for the study of marketing practice, In the marketing process , Enterprises should recognize and attach importance to the psychological contract, and through enhance customer relationship management to improve customer satisfaction and customer loyalty, conclusion of the study For enterprise reduce the acts of customer complaint, the customer behavior and the loss of customers to provide new ideas, customer relationship management for enterprises of great practical significance and application value.