Research On The Impact Of Customer Psychological Contract On Customer Loyalty Under The Network Situation

With the development of information technology and the popularity of the Internet,e-commerce industry in China has also been rapid development,online shopping is increasingly favored by consumers,meanwhile attract many businesses entered the field of e-commerce,but also exacerbated the competition between the electricity enterprise.To achieve competitive advantage in this market,enterprises need to pay attention to customers and maintain good relationship with customers.Therefore,it is particularly important to establish customer loyalty.In the online shopping environment,because of the virtual network,customer loss is very easy.A mouse click may occur customer transfer,the network business want to maintain a loyal customer is more difficult and important than the traditional case.In addition,the network retailers always tend to focus on the benefits,discounts,and improve the quality of the product or service to maintain customer loyalty,while ignoring the psychological contract from the perspective of consumers to think about the reasons for customer loss and method to maintain customer loyalty.In fact,customer loyalty is essentially a psychological phenomenon,actually reflects a deep psychological contractual relationship between customer and enterprise.Once the customer psychological contract in the transaction has been effectively fit,consumers have a good business experience and evaluation,it will increase satisfaction,and ultimately formed certain loyalty.The current research on psychological contract and customer loyalty are mostly from the perspective of physical consumption environment,lacking of network shopping environment,and it turns out that the different nature of the enterprise and its environment,the research conclusion is also different,so the research of customer psychological contract and customer loyalty on the network shopping environment is particularly important.In addition,most of the previous research is mainly study the direct relationship between the two variables,while less of the mediator variables and regulatory variables.Therefore,this paper transforms the perspective and introduces the psychological contract into the field of network marketing.Taking online shopping as an example,this paper focuses on the different dimensions of customer psychological contract(transactional psychological contract,relational psychological contract)under virtual consumption environment to the influence of customer perceived value(functional value,emotional value and perceived risk)and the customer loyalty.Besides taking customer perceived value as the mediating variable,to study how the customer's psychological contract has effect on customer loyalty through customer perceived value,and build the online situation customer research model of the relationship between psychological contract and customer loyalty.Through issuing questionnaire we collected and collated relevant empirical materials,using SPSS 18.0 to analyze it,finally we get following research conclusion.The results show that customer psychological contract and its two dimensions have positive effects on customer loyalty in the context of online shopping.Customer psychological contract and its two dimensions have positive effects on perceived functional value and perceived emotional value and perceived risk Customer functional value and emotional value have a positive impact on customer loyalty,customer perceived risk has a negative impact on customer loyalty.perceived value plays a partial intermediary role in the effect of consumer psychological contract to loyalty.Based on the conclusion of this paper,we provides some suggestions to improving customer loyalty from the perspective of customer psychological contract and perceived value.For this reason,encouraging enterprise managers to pay more attention to customer psychological contract,know how to change the business strategy according to the changes in customer psychological contract,and stand on the customer's position to design and provide the value that can be easily perceived by customers,in order to cultivate and maintain loyal customers.