The Empirical Research On Relationship Between Online Psychological Contract And Customer Loyalty

With the development and improvement of network technology,e-commerce has almost reached the maturity.More people choose to purchase online rather than offline.Meanwhile,an increasing number of companies have realized the benefits of online marketing and started their business online,which created a fiercely competitive atmosphere.In order to survive,the online companies must have enough group of customers,which means building loyalty with new customers and maintaining loyalty with regular customers.Psychological contract is an invisible bond between customer and company.This bond could make customer be more preferable to purchase products or service of this company,which are vital for company to maintain loyalty and so that could bring more profits to company.However,online complaint rate rises up owing to the shortages of online shopping.This phenomenon has led to many companies going broke.Therefore,it's essential for companies to realize the importance of the relationship between psychological contract and customer loyalty.Based on the background mentioned above,psychological contract is used as independent variable and customer loyalty as dependent variable,while introducing service quality and customer value to explore the influencing mechanism between psychological contract and customer loyalty.A total of 618 valid samples from different regions in China were collected through online questionnaires.After that the thesis use SPSS 24.0 and SmartPLS 2.0 to analyze the date with the reliability analysis,validity analysis,path coefficient test and multivariate regression analysis.The conclusions are as follows:(1)In addition to the negative effect between transaction psychological contract and service quality,transaction psychological contract has the positive effect on customer value,customer loyalty and its dimensions,whereas the relationship psychological contract has the positive effect on service quality,customer value,customer loyalty and its dimensions.(2)Service recovery has significant positive moderation between relationship psychological contract and service quality,as well as service quality and customer loyalty.(3)Service quality and customer value act partial mediation between psychological contract and customer loyalty.Finally,the thesis puts forward the strategies from the perspective of paying attention to maintain the customers' psychological contract,attaching importance to the effects of service quality and customer value,as well as taking proper service recovery measures for companies to manage staff and retain customers,in order to provide the research support and theoretical guidance for management and development of e-commerce company.