Impact Of Psychological Contract Violation On Customer Repeat Purchase Intention

In addition to the signing of economic contracts between consumers and enterprises in today's society,there is an invisible psychological contract.Psychological contract is intangible and has not been clearly expressed in the economic contract.Under normal circumstances,when the enterprise product or service fails to meet consumer expectations,service errors will occur at this time,and this will cause the psychological contract to rupture,leading to psychological contract.Violation.Due to the diversity of consumer demands in the modern society,when companies try their best to satisfy consumers' psychological contracts,service failures will inevitably occur,and psychological contract violations will continue to occur.Therefore,how to maintain customer loyalty is a huge issue for enterprises.challenge.When a service failure occurs in an enterprise,how can the company adopt service remedial measures in a timely manner to maintain the psychological contract established with consumers and try to prevent consumers from lending out the relationship with the company's psychological contract to retain consumers and increase the rate of repeated purchases? This is one of the hot spots worth studying now.In response to this phenomenon,this study focuses on the impact of psychological contract violation on customer repurchase intentions.On the one hand,the relationship between the two is studied from the perspective of customer trust.On the other hand,service remediation is used as a regulatory variable to study the relationship between the two.Whether it plays a positive regulatory role to help companies find solutions.Based on the literature research both at home and abroad,this paper makes its own opinion on psychological contract,customer trust,customer's intention of repeated purchase and concept of psychological contract violation,and divides psychological contract violation into universally accepted transaction and relationship.The dimensions of service remediation are divided into three dimensions: apology,response speed,and tangible compensation,and further clarify the meaning of customer trust and customer repurchase intention.This article takes the supermarket industry as the research object,issues questionnaires to consumers who have received supermarket services,and then analyzes the valid data collected through data statistics software,and verifies the proposed hypothesis.The research results show that each dimension of psychological contract violation can negatively affect the customer's intention of repeated purchase;each dimension of psychological contract violation can negatively affect customer trust;customer trust can positively influence customer's intention of repeated purchase;and the response speed of service remedy is visible.The compensation has a positive effect on the psychological contract violation of each dimension and the customer's intention of repeated purchase;the apology of the service remedy does not have a positive adjustment effect on the psychological contract violation of each dimension and the customer's intention of repeated purchase.The results of this study have some reference significance for the marketing field.The author hopes that the company can pay attention to the consumer's psychological contract in the subsequent marketing process so as to increase the consumers' repeated purchase rate.The conclusion of this study provides an idea for companies to increase consumers' repeated purchase rate,which has great reference value and value for the future maintenance of customer relationships.