| To grasp the psychological changes of customers is one of the competitive means for enterprises to obtain and maintain their customers.The competition among modern enterprises is becoming more and more serious because of the increase of alternative products and the increase of customer needs.Often in practice no business or not fully fulfilled his mission,leading to customer dissatisfaction,constitute a violation of psychological contract,customer complaints,complaints,erosion prone,and fierce competition make the relationship quality between enterprises and customers were loose,more difficult to control.Compared with other industries,due to the high openness of the service system,the industry has a higher degree of involvement.It is extremely difficult for the organization to achieve "zero deficiency".Psychological contract violation is more likely to happen.The relationship quality is an important way to connect the enterprises,and the increase of customer loyalty depends to some extent on the maintenance of the customer's loyalty.But because of the convenience of the Internet,convenient transportation and other reasons,resulting in consumer groups can easily obtain the required information,so as to change the purchase object,especially in the psychological contract violation under the background,it is easy to influence between customers and enterprises,so enterprises in the study of relationship between customers and enterprises can not ignore this intermediate switching costs play use.In recent years,all enterprises have begun to pay more attention to establishing better contacts with customers.In the service industry,enterprises use the psychological contract of consumers to establish an emotional connection with them,and improve the quality of the relationship between the two parties,and will enhance their competitive advantages.So how can consumers reevaluate their relationship with the enterprise after perceived psychological contract violation?Does the customer's attitude to the business,the quality of the relationship between the two sides have been affected?At present,scholars often use the quality of relationship as a mediator or moderator variable,and seldom do research on relationship quality.At the same time,the study of the relationship between consumer psychological change and relationship quality is scarce.Therefore,these contents are worthy of further exploration.From the psychological perspective,this paper takes the service industry consumers as the research object,and empirically studies the impact of psychological contract violation.on the relationship quality by taking the conversion cost as the moderator variable,and constructs a model between the two variables.In the study,the survey was conducted using the questionnaire and the data obtained by the SPSS20.0 statistical software were analyzed.The results of the study show that transactional psychological contract violation,the relationship between the 2D degree three dimensions of relationship quality(satisfaction and trust and commitment)there were significant negative effects;in the transactional psychological contract violation and the relationship between the quality of switching cost has a negative adjustment effect,that accompanied the rise of switching cost between the two,the negative effect is weakened,but in violation of the relational psychological contract and the dependent variable between the two effects is not significant.Based on the findings of the article,from the two perspectives of customer psychological contract violation and conversion cost,this paper provides some management suggestions for developing long-term relationship quality between enterprises and customers.The conclusion of this paper contributes to the development and maintenance of the relationship quality between customers and customers.It is hoped that it can provide a theoretical basis for service enterprises to formulate marketing strategies,and provide references for them. |
PDF Full Text Request