A Research On Pre-positioning Of Housing Projects Based On Hedonic Model

The related studies have shown that the cost of developing a new customer is the cost of maintaining an old customer 5 to 7 times. Therefore, how to maintain customer loyalty has become the basic norm of enterprise marketing activity, especially in the restaurant industry which is of high turnover rate. How to establish and maintain customer loyalty is particularly important for the catering industry. At the same time, psychological contract from the organization behavior study receives more and more attention in the enterprise. This theory is used in the enterprise to deal with the relationship between enterprise and staff, improve staff loyalty for the business. In fact, the psychological contract also exists between customer and enterprise in the marketing situation.In this context, the article selects customer psychological contract of catering industry to conduct exploratory research which is based on employee psychological contract theory and combined with the characteristics of food and beverage industry. The article tries to build a basic theoretical framework for customer psychological contract of catering industry, aiming at exploring the specific content of customer psychological contract. The article analyzes the main factors of impacting psychological contract, the constitution dimension and the correlation between psychological contract and customer loyalty. The topic carries on empirical analysis by using the collection of related data, verifies the reliability and validity of customer loyalty and the Psychological Contract Scale, tries to proof the impact of the transaction and relationship psychological contract to the behavior and attitude loyalty. On this basis, the article suggests the enterprises should set up mechanism for psychological contract, and create a solid foundation of customer loyalty through establishing the transaction and the relationship psychological contract with customers.