Customer Complaint Behavior Research Under The Perspective Of Psychological Contract Violation

In these years, when customer complaints are get more and more attention, thereare more and more research achievements appeared overseas and domestic.Customercomplaint behavior directly complain, negative word-of-mouth as well as third-partycomplained three dimensions. Psychological contract violation theory in humanresources management in the organization has been more fruitful, but it is introducedinto the research in the marketing context is still relatively rare. According to previoustheoretical research results, we can know that the psychological contract violationmainly include transactions psychological contract violation and the relationshipbetween psychological contract violation. Customers will have complained about thebehavior when a psychological contract violation occurred, in addition, there alsoaccompanied exit behavior which represents the end of a customer relationship. Basedon this fact, in this paper we join the exit behavior of customer into the study ofpsychological contract violation and customer complaint behavior, we hope to verifythe relationship between exit behavior with psychological contract violation andcustomer complaint behavior through quantitative data analysis results while study therelationship of psychological contract violation and customer complaint behavior.This article selects the restaurant industry as the background of customercomplaints under the psychological contract violation and exit behavior, and as astarting point, there is a series of empirical studies.Through questionnaires and dataanalysis of the catering industry customers, there is a very close relationship betweenpsychological contract violation and customer complaint behavior and customer exitbehavior. The papers main conclusions include the following points:1.Customer direct complaints behavior is positively correlated with transactionspsychological contract violation.2.Negative word of mouth is negatively correlated with transactionspsychological contract violation and positive correlated with relational psychologicalcontract.3.Customer third-party complaint behavior is positively correlated withpsychological contract violation.4.Customer exit behavior is negatively correlated with transactions psychologicalcontract violation and positive correlation with psychological contract violation.5.Customer exit behavior negatively correlated with directly complaint behavior and positively correlated with negative word of mouth.When companies want to effective management of customer complaintbehavior,they must pay attention to guide and maintain customer psychologicalcontract, products, services, brand and corporate image building and efforts tobuilding the best interests of the psychological contract. The important value of thisthesis is that provides a theoretical guidance for enterprise customer complaintsmanagement. Ether catering industry or other areas of enterprise, there has a goodreference.