顾客参与的心理契约对顾客价值创造的影响  

The Influence of Psychological Contract of Customer Participation on Customer Value Creation

作　　者：贾薇[1,2] 张明立[3] 李东[1] 

机构地区：[1]哈尔滨工业大学经济与管理学院,黑龙江哈尔滨150001 [2]北京林业大学经济管理学院,北京100083 [3]北京航空航天大学经济与管理学院,北京100083

出　　处：《管理工程学报》2010年第4期20-28,13,共10页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(70372045,70972002)

摘　　要：顾客在服务中扮演着越来越重要的角色,顾客参与的重要性逐渐被人们所关注。当前文献希望从顾客层面探讨在参与活动中顾客心理机制对价值创造结果的影响。本文将组织行为学中的心理契约概念引入到顾客价值理论中,试图建立一个整合性的框架,探讨顾客参与情境下心理契约对顾客价值创造的影响。本研究以美发行业为背景,通过问卷法共回收有效问卷414份,运用结构方程模型开展实证研究。实证结果表明,顾客的交易心理契约对功能价值有显著的正向影响,对象征价值和成本价值有显著的负向影响,对体验价值没有显著影响;此外,顾客的关系心理契约对功能价值、体验价值、象征价值均具有显著的正向影响,对成本价值有显著的负向影响。该结论为推行顾客创造性参与企业的实践经营有一定的借鉴意义,并为顾客参与价值创造的进一步研究做了铺垫。Customers become more and more important in service,which is concerned by most people.The current literatures on customer participation have largely wanted to investigate effects of psychological mechanism on value creation in process of customer participation from the angle of the customer.The conception of psychological contract in organizational behavioral is applied to customer value theory.This paper purpose that build global framework,explore the effects of psychological contract on customer value creation based on customer participation situation.We have finished a survey and collected 414 questionnaires from the hair professional.AMOS 7.0 is adopted to analyze the data.The results show that consumer＇s transactional psychological contract has significantly positive effect on functional value,and has significantly negative effect on symbolic and cost value,but do not has remarkable influence on experiential value.In addition,consumer＇s relational psychological contract has significantly positive effect on functional value,experiential value and symbolic value respectively,and has significantly negative effect on cost value.Based on the results,this study explains the practical and academic implications for companies promoting customer creative participation.

关 键 词：心理契约 顾客参与 顾客价值 顾客价值创造 

分 类 号：F713.5[经济管理—市场营销]