Empirical Research On Psychological Contract Violation To The Customer Base Of Bank Retail Customer

With the development of global integration,China's banking industry is in the fierce competition in the global environment,the effective service for the construction of bank retail customer loyalty has a strong role.The research shows that there are two contracts between bank and customer:one is the economic contract,and another is the psychological contract.In addition,the psychological contract as a unclear desire of the bank retail customers once be ignored the service failure will occur.Bank retail customers because of self desire not to get the bank should have the obligation of cognition,it will produce a psychological contract violation.In view of the inevitability of banking service failure and the variety and easy distortion of the psychological contract of retail customers,it is a huge challenge for China's commercial banks to form a stable retail customer loyalty.In view of the challenges of service recovery and customer loyalty,this paper constructs the analysis framework of the relationship between psychological contract,service recovery,and customer loyalty based on the theory of psychological contract and prospective service recovery,and empirically analyzes the effect of psychological contract breach on the retail customers,besides,the effect of service recovery strategy on this relationship is examined.Based on the questionnaire survey of 200 bank retail customers,using regression analysis method to deal with the data,studies show that:(1)psychological contract has a significant positive impact on customer loyalty,psychological contract dimensions transaction psychological contract,psychological contract relations impact on customer loyalty coefficients were 0.37,0.34,and the psychological contract variables were significantly;(2)the psychological contract has a significant positive impact on service recovery,service recovery dimensions prior notice,respond to treatment,post feedback on the impact of customer loyalty coefficients were 0.13,0.24,0.38,and service recovery are the variables significantly,by 5%significance level test;(3)Service Recovery on customer loyalty has a significant positive impact on service recovery,service recovery dimensions prior notice,respond to treatment,post feedback on customer loyalty coefficients were 0.13,0.24,0.38,and service recovery of the variables significantly;(4)the service recovery has significant intermediary role and service recovery variables such as prior notice,respond to treatment,and post feedback on the impact of customer loyalty coefficients were 0.45,0.54,0.67,and both are significant at 1%significance level,service recovery variables-prior notice,respond to treatment,and afterwards feedback showed a positive correlation with customer loyalty.After the addition of one remedy variable prior notification service,explain coefficient of the customer loyalty variable decreased 0.02,0.05,join one of the remedies to deal with variable service after processing,explain coefficient of the customer loyalty variable decreased 0.01,0.06,After joining the service afterwards one remedy variable feedback,explain coefficient of the customer loyalty variable decreased 0.01,0.05.Therefore,service recovery variable plays an intermediary role between psychological contract and customer loyalty.