A Research On The Influence Of Customer Experience In Hypermarket Over Their Psychological Contract

In recent years, the hypermarkets have seen a rapid development and become the indispensible shopping place for the daily consumption of residents.But homogenization phenomenon in retail business especially hypermarket industry is serious now, leading to an uncomfortale experience in shopping. At the same time, the research on customer psychological contract to enterprise is in the initial stage.It is the top of our concern to put psychological contract in marketing research fields to study the relationship between customers and enterprises. It is a worthy discussion if the customer experience can influence the psychological contract, thus affecting the relationship between customers and hypermarket enterprise in the future.Therefore, this article research views hypermarket customer experience and customer psychological contract as the research object. It constructs the influence model that customer experience acting on customer psychological contract, using SPSS statistical software for data processing.What’s more,it concludes that the five dimensions for hypermarket customer experience all have positive effects on the customer psychological contract. Finally, this paper puts forward some useful suggestions for the hypermarket enterprise in our country.There are mainly three innovations. Firstly, in the past research,the customer psychological contract mostly viewed as the independent variables.The researchers mostly studied its influence to the customer loyalty or behavioral intention and so on.This paper has discussed the leading factors influencing the customer psychological contract.It provides a reference basis for the study of the influence factors of customer psychological contract. Secondly, Previous studies proposed the influence factors of customer psychological contract just in the theoretical analysis steps, not using the empirical research. This paper used the method of empirical study to show how the customer experience effects on the customer psychological contract. Thirdly, this paper based on the large supermarkets’ actual situation, using the empirical analysis.It concludes a scientific results and puts forward some relevant suggestions on the management of hypermarket customer experience, which is applicability.