基于心理契约视角的顾客满意管理研究  

Research on Customer Satisfaction Management Based on Psychological Contract Perspective

作　　者：雷亮[1] 

机构地区：[1]兰州大学管理学院,甘肃兰州730000

出　　处：《北京工商大学学报（社会科学版）》2008年第4期34-37,共4页JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES

基　　金：国家自然科学基金项目(70172039);项目负责人:孙明贵教授

摘　　要：随着市场竞争的不断加剧,企业从关注产品转向关注顾客,关注并提升顾客满意成为现代企业市场竞争的关键。要吸引顾客,留住顾客,最基本的条件就是要了解他们的需求,了解他们的期望,这样才能制定相应的策略和制度,使顾客感到满意。因此,从心理、情感和关系层面切入来满足顾客、维系顾客的忠诚就有着特殊的意义,心理契约的引入为此提供了全新的视角。With the increasing competition in the market, the enterprises turn their focus on customers instead of their traditional focus on products. Concerning and improving the customer satisfaction have＇already become the decisive factor of the competition in modern enterprises. In order to attract and remain the customers, the most basic condition is to understand their demand and their expectation value. Only in this way can the policy and the system be formulated correspondingly to make the customer satisfied. Therefore, it is of special significance for the enterprises to focus on psychology, emotion and relationship to meet customers＇needs and maintain their loyalty, for which the psychological contract has been introduced to provide an exactly brand-new perspective.

关 键 词：顾客满意 心理契约 顾客忠诚 

分 类 号：C931.2[经济管理—管理学]