A Study On The Influnence Of Psychological Contract Between Customer And Front-line Service Employee On Customer Citizenship Behavior

In recent years,the service industry has become increasingly dominant in the economy,and the service industry has ushered in new development opportunities.However,as the service market expands,the competition between service enterprises becomes increasingly fierce.Not only that,the customer with the change of the consumption concept,put forward higher request to the service experience,mainly reflected in the customer’s pursuit of its own within the implicit demand satisfaction and psychological contract provided to reveal hidden within the customer’s needs to explore the channels.Especially under the background of today’s Internet age,the customer contact with the frontline service employee is more and more closely,as the representative of the enterprise employees,its importance has been gradually recognised by the enterprise and customer.So,in the service contact situations,customers and what is the content of the psycho logical contract of employees,will affect the degree of performance of the customer to make good for enterprise citizen behavior become an urgent problem for service companies industry.Customer psychological contract has aroused attention in the field of marketing,but the existing related research,academic circles to the psychological contract between customer and frontline employee to explore is relatively scarce,most studies focus on psychological contract between customers and service enterprise content and its effect.Therefore,this article will start from the perspective of customer perception,reveals the psychological contract of employees and customers of double hierarchy,including customer perception of frontline employees’ psychological contract and customer perception of their psychological contract.Moreover,more attention will be paid to the effect of the psychological contract between customers and frontline employees on the behavior of customer citizens.In this paper,based on the theory ofpsyc ho logical contract theory and the relationship of mutual benefit,the design of the customer and frontiline employees’ psychological contract scale,namely the psychological contract of employees and customers,including customer perception of frontline employees’ psychological contract and customer perception of their own psychological contract two aspects,each on the one hand is composed of transactional and relational two-dimensional structure.On this basis,the study adopts the method of questionnaire for data collection,through the empirical study explores the psychological contract of employees and customers for customer citizenship behavior influence mechanism,and get the following conclusions:the perception of the psychological contract of employees have significant positive influence on customer citizenship behavior,the perception of customer’s own psychological contract has a significant positive effect on customer behavior,the first line employee psychological contract has a significant positive effect on customer satisfaction,the customer’s own psychological contract has a significant positive effect on customer satisfaction,the customer satisfaction in the first line employee psychological contract plays an intermediary role in the influence of customer’s citizen behavior,customer satisfaction plays an intermediary role in customer’s own psychological contract,the customer’s public self-consciousness plays a regulating role in the relationship between customer satisfaction and customer’s behavior.This paper not only enriches the customer and frontline employees’ psychological contract content,also expanded the research scope of customer citizenship behavior influence factor for service enterprises to provide the corresponding management revelation,and combined with the limitation of the research,puts forward the prospect for future research.