Research On The Relation Among Psychological Contract, Customer Satisfaction And Customer’s Individual Innovative Behavior

Service innovation is a key way for the reform of enterprises. Scholars do much study ofthe service innovation especially regard the enterprise and employees as the subjects in theservice innovation. Customers play important roles in the service innovation. Customers inthe process of consumption not only play the role of consumer but also play "someemployees" role, the customer’s new ideas and new concepts is an important source of theenterprise service innovation. So, it is necessary to do the service innovation research fromthe customer factors. The purpose of this paper is to explore the relationship between thepsychological contract, customer satisfaction and customers’ innovative behavior, through theestablishment of the psychological contract customers, improve customers’ satisfaction degree,and then promote the customers’ innovative behavior.First of all, do much study of the psychological contract, customer satisfaction andcustomers’ innovative behavior, including the content, structure dimensions and influencingfactors, and then make a summary. On the basis of theoretical analysis of mutual relations, putforward three theoretical models. There are relationship models between psychologicalcontract and customer satisfaction, customer satisfaction and customers’ innovative behaviorand the relationship between psychological contract and customers’ innovative behavior. Alsobuild a model that regards the customer satisfaction as the intermediary variable. Through thequestionnaire survey, analyze the sample data by using the software of SPSS and AMOS. Including the reliability and validity test, variable correlation analysis, and model analysis,hypothesis testing. Research suggests that psychological contract and customer satisfactionhas significant positive influence on customers’ innovative behavior. And the customersatisfaction is the intermediary variable. The psychological contract and customer satisfactionwas no significant positive influence on the implementation of the innovation behavior.Finally, put forward advices of how to maintain customers’ psychological contract, improvethe customer satisfaction and customers’ innovative behavior.