Research On Effect Of Service Guarantee On Customers' Behavior Intention Based On Customers' Psychological Contract

Service Guarantee is an important source of information under the C2C environment, which has become the focus of businesses and consumers. In recent years, Internet markets, such as Taobao Mall, Paipai Internet, and Wechat shops have developed rapidly. Compared with the traditional shopping, online shopping does not involve face-to-face contact between the customer and the merchant, and interactive forms between buyers and sellers are limited, which led to the information asymmetries between the customer and the sellers on-line and the existence of perceived uncertainty. Consumers usually identify and select the relative information of products/services based on the sellers'own introductions. As an external signal, service guarantee has been regarded as an effective way for internet operators to attract and retain customers, and to gain a competitive advantage in the market. As a kind of standard, service guarantee not only enables consumers to define physical products under the network environment, but also provides an evaluation basis for the product/service experience, which can express the seller's confidence towards the product/service and the sincerity towards consumers so as to effectively promote the construction of customer's psychological contract. On the other hand, sellers promote consumers'forming of trust and loyalty by employing service guarantee, which helps the creation of consumer behavior.Through a review of the relevant literature, we can find that there is less research on the service guarantee's effect on customer behavior intention from the perspective of psychological contract and a further research need to be done on the service guarantee's functioning mechanism in the process of psychological changes of customers. Drawing the signaling theory, the social exchange theory and the theory of planned behavior, this paper takes the service guarantee as the research subject, and then builds the construction of research model of service guarantee's effects on consumer behavior intention which based on the customers' psychological contract. The surveyed data will be analyzed and processed through structural equation model, and this model will be tested.The result shows that the restrictive conditions and moderate commitments of service guarantee have a significantly positive effect on transactional customers'psychological contract. The convenient utilization and restrictive conditions have the forward influence on their relational consumer's inner contract. But the suitable promise makes the opposite situation. It's also found that the restrictive conditions can influence their behavior intention only by psychological contract, and the proper commitments affect their behavior intention in a trade just by transactional psychological contract, but the convenient utilization and moderate commitments influence customers' relational behavior intention, both indirectly and directly.Above conclusion extends the marketing theory from the perspective of psychological contract, reveals various characteristics and functions of service guarantee and positions the key dimensions to improve the utility of service guarantee in fine management, developing new ways for sellers to formulate marketing strategies of service guarantee.