Empirical Research On The Influences Of Psychological Contract Of Trust On Customer Repurchase Intention

Under the condition of market economy, the production and operation activities of enterprises are directly or indirectly around the consumption behavior of the customers, through providing satisfactory products or services to meet customer demand, thus gain more market share. After the rise of relationship marketing, the research of customer loyalty became a hot issue, and it has been widely recognized that the loyal customers has great significance for the company. This thesis chooses customer repurchase intention as a cut-in point to study relationship between psychological contract and repurchase intention.More and more achievements on psychological contract have been established in organizational behavior field. In recent years, scholars pointed out that the psychological contract also exists in marketing situation, and some of them conducted research on it. This thesis puts forward literature review on the research actuality of psychological contract on the basis of existing literature and scholars'research results, which made the original research framework and assumptions.This study emphasizes the perception of customers, therefore, this paper first considers the higher degree of customer involvement in the industry as the empirical research industry. With China's developing economy and the improvement of people's living standards, supermarket shopping become more and more important in people's daily life, its increasingly high degree of customer involvement is in line with the requirements of this study, thus, This paper uses the supermarket industry for empirical research background.This thesis brings psychological contract theory into marketing field, emphasizes marketing situations as research background, and explores the influence of psychological contract on customer repurchase intention in a trust perspective and the relationship between the psychological contracts of trust, psychological contract violation and customer repurchase intention, finally builds corresponding theoretical model, with empirical argumentation. Through methods of structural equation model and regression analysis, the paper verifies the seven hypothesis, and draws conclusion as follows:The psychological contract presents significant positive relationship to customer trust; Customer trust presents significant positive relationship to customer repurchase; The psychological contract presents significant positive relationship to customer repurchase; The influence of psychological contract to customer repurchase intention is impacted by different degree of trust and significant difference;The psychological contract violation and customer trust have negative correlation;The psychological contract violation and customers repurchase have negative correlation;The influence of psychological contract to customer repurchase intention has significant differences resulted by different degree of trust; Finally, the paper discussed both theoretical and practical significance of the conclusion respectively and figured out the disadvantage of this paper and put forward the future research prospects.