Research On Customer Satisfaction Of Fresh Produce Retail Terminal Based On Psychological Contract

Fresh agricultural products occupy a large proportion in the national diet in China,The present form of the sale of fresh agricultural products in our country also evolved from the sale of farmers 'markets to the diversification of farmers' markets,supermarkets,fresh markets,and online sales.The coexistence of a variety of sales will inevitably lead to the dispersion of customers.Fresh agricultural products retail terminal is the final port of the product to reach consumers,specifically refers to a sales place which has a fixed store,its own brand and customers can contact the goods,select independently,the main forms of fresh agricultural products retail terminal are the fresh area of the supermarket and special fresh supermarket.In order to improve the competitiveness of fresh agricultural products retail terminals,we must start from the customers and improve customer satisfaction.And customers have some implicit obligations and expectations for businesses,such as the economic expectations of prices and quality assurance of goods or services,and other emotional expectations such as good service attitude,respect for personality and interpersonal care.That is the psychological contract.In order to satisfy the customer's demand better and reduce the economic losses and the loss of customers caused by the psychological contract violation,it is inevitable to study customer satisfaction from the perspective of customer psychological contract.In order to explore the relationship between the psychological contract,customer perceived value and customer satisfaction of fresh agricultural products retail terminal,the paper summarizes the relevant domestic and foreign literature;Secondly through the issuance of the questionnaire,and collect statistics analysis of the data,to verify the hypotheses by using the statistical software SPSS22.0,and eventually all through;finally according to the empirical results the paper draws the conclusion,and put forward in the course of the study limitations and prospects for future research.The main conclusions of this study are the following four points:(1)The customer psychological contract of fresh agricultural products retail terminal and itstwo dimensions(relationship psychological contract and transaction psychological contract)significantly affect the customer satisfaction positively,but the impact degree of each dimension is different and the impact of transaction psychological contract is greater.(2)The customer psychological contract of fresh agricultural products retail terminal and its two dimensions(relationship psychological contract and transaction psychological contract)significantly affect the customer perceived value positively,but the dimensions of impact of each dimension are different.(3)Customer perceived value of fresh agricultural products retail terminal and its four dimensions(functional value,emotional value,symbolic value and cost value)have a significant positive impact on customer satisfaction,but the impact of each dimension is different in size.(4)In the fresh agricultural products retail terminal,customer perceived value plays an intermediary role between psychological contract and customer satisfaction.