The Empirical Research On The Relationship Between Customer Psychological Contract And Word-of-mouth

Psychological contract is still a relatively new research field in China now, thisconcept appears in the initial stage, mainly is used in the field of human resources,referring to the contract between a employee and an organization, it is not informal,not written, it could be implied or explicit states. It contains mutual expectations andrequirements. However, with the development of economic pattern changing, andpeople’s consumption consciousness and service consciousness unceasingly enhance,as well as the media coverage increases its influences, the consciousnesses ofconsumers in the enterprise ,the product requirements and expectations have beenupdated everyday, the psychological contract in the areas of marketing has beenemerged at this time. The word-of-mouth, as many domestic and foreign scholarshave been studying it for many years, the concept is already no longer unfamiliar; it isthe voice of the customers. It is a very natural, true, and integrated process; it is also aprocess of information transmission among people who are seeking advice, talkingabout their experience of the product. Services, brands and so on. Thus,word-of-mouth has a huge impact on the development of enterprises and expands inthe long-term time. An enterprise needs to make unremitting and constantly efforts towin good reputations, and to get more consumers’recognitions, in that way it can getmore smoothly development. Customer experience is an important link of theconsumer participation behavior. It could be a keenly and true feelings of consumersto some products and services, it comes from the different between a consumer’sdesire and actual consumption situation. It plays a most direct role in the judgment and evaluation of a enterprise or a consumption quality.Of the economic structure in the developed countries, services tend to occupymore than half of the proportion. And with the continuous development of China’seconomy and people’s life style changing, the third industry are getting more andmore development and everybody’s attention, it is showing a vigorous flourishingtrend. For the fierce competition in the service industry, how to enhance theirattractiveness to customers, to win more customers is definitely the main problems ofthe operators. Word-of-mouth, it can increase the trust and dependence betweencompanies and consumers, psychological contract, as the tacit between requirementsconsumers and enterprises, also will affect the service and quality evaluations to theenterprises of consumers. The standard of the evaluation is the level of apsychological contract, while the carrier should be customer service experience. Thisarticle is using the methods of empirical research, taking an example of the beautyindustry, proved the influence effect between consumer’s psychological contract andthe word-of-mouth, at the same time the customer experience plays a certain extentintermediary role in the influence.The significance of this paper is not only academic, it makes up for the shortageof the previous study, but also it give an enlightenment to the service industryenterprises in reality, so that more enterprises should pay attention to consumer’sdifferent aspects of psychological contract when it is possible, they should try theirbest to meet the contract requirements, to make the customers to get the bestexperiences, in that way companies will be able to win a better word-of-mouth, it willalso play a certain role for the future development of the enterprise.