An Empirical Study On The Impact Of Enterprise’s Psychological Contract Violation To Consumer’s Post-purchase Behaviours

With the increasingly fierce market competition, enterprise’s competition istransfer from attract customers to maintain customers, how to better maintainthe relationship between enterprises and customers is become the currentbusiness and academic focus. In the organizational behaviour and humanresource management, scholars research the "psychological contract"between employees and enterprises to better maintain their relationship, it hasdeveloped into a mature theory. In recent years,Chinese scholars alsointroduced this theory to the field of marketing,and carried out a number ofapplied research, but for an important field of research in the psychologicalcontract theory--the psychological contract violation is very little literature. Butin real life, enterprise’s psychological contract violaiton incidents regularlyoccur, many companies still are not aware of the importance of the consumer’spsychological contract, but also don’t know exactly what are the psychologicalcontract between businesses and consumers,what’s the impact of enterprise’spsychological contract violation to consumer’s post-purchase behaviours. Thisarticle is based on this reality’s confusion and the lack of theories, try to drawon the theory of psychological contract violation in organizational behavior toresearch the impact of enterprise’s psychological contract violation toconsumer’s post-purchase behaviours,in order to provide enterprises with thetheory and practice guidance.This study based on the literature review, first introduced the rationality ofpsychological contract applicated in the marketing and the current status ofresearch, has defined the concept of psychological contract, also draw thecustomer value theory and the relationship marketing theory, pointed out thespecific dimensions of consmer’s psychological contract; Second, drawing onthe response of employees behaviour model in organizational behaviour,proposed the post-purchase behaviour model (CVLN model). Finally, thispaper build an model of enterprise’s psychological contract violation affecting consumer’s post-purchase behaviours, through the empirical study on mobilephone industry and beverage industry, use of exploratory factor analysis,validation factor analysis and structural equation model analysis method totested on the model.This study concluded that: Consumer psychological contract can bedivided into product contract, service contract, cost contract three dimensionsof transactional psychological contract and loyalty contract, social contract,emotional contract three dimensions of relational psychological contract;Consumer’s post-purchase behaviour can be divided into loyalty behaviour,voice behaviour, complaint behaviour, neglect behaviour of four dimensions;Different dimensions of enterprises’ psychological contract violaion affectd onthe post-purchase behaviour is differences; The impact of enterprise’spsychological contract violation to consumer’s post-purchase behaviours isdifference in different degrees of consumer involved;Enterprise’s psychologicalcontract violation does not necessarily lead to negative consumer’spost-purchase behaviours.