关系建立期:顾客心理契约中商家责任形成的先导决定因素及关系研究  

Relationship Establishment Period: Study on Guide Determinants and Relationships of Business Responsibility Formation in Customer Psychological Contract

作　　者：万映红[1,2] 王小娟[1,2,3] 胡万平[1] 

机构地区：[1]西安交通大学管理学院,陕西西安710049 [2]西安交通大学管理教学实验中心(国家级实验教学示范中心),陕西西安710049 [3]西藏民族学院财经学院,陕西咸阳712082

出　　处：《管理工程学报》2014年第4期60-68,共9页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(70771086)

摘　　要：探究顾客心理契约中商家责任形成的先导决定因素,是商家有效设计和传递承诺,促成与顾客默契合约达成的关键之一。本文运用认知映像决策理论,分析顾客对商家责任或义务的心理认知依据、认知映像进化判据、进化过程特性,据此提出顾客心理契约中商家责任认知映像的先导因素模型及关系假设,并以民航服务为实证背景对模型进行检验。结果表明:顾客心理契约中商家责任映像经历了价值、目标、实施决策的三个认知进化阶段;沟通行为能力、顾客价值观/态度、主观规范、顾客知识及经验、商家承诺及传递等因素呈现不同强度和时序分布于三阶段的认知映像。结论揭示出的一组先导决定因素及时序关系特点,为商家有针对性地履行承诺及适时地传递口碑提供理论依据。Maintaining customer resources and meeting the diverse needs of customers are critical for enterprises to thrive in market competition.It has become a hot topic for scholars to meet the implicit demands of customers.Understanding customer psychological contracts provides a new starting point for solving this problem.Customer psychological contract is about ＂ responsibilities and obligations＂ and perception of faith about customer and service provider in a transactional relationship,in which merchant＇s ＂responsibility ＂becomes ＂responsibilities and obligations＂.It is a psychological basis that customers need to choose about whether or not they should establish a relationship with merchants.Therefore,it is an important for businessmen to establish and improve customer relationship by exploring determinants of business responsibility formations in a customer＇s psychological contract and revealing its content structure form decision-making process.The present study shows that research about customer psychological contract formation is still at an early stage.Very few studies examine the formation mechanism of customer psychological contract from psychological contract cognitive perspective.More researches need to be conducted to explore the sources of information,cognitive belief system construction,as well as the source of customer＇s ＂responsibilities and obligations.＂ This paper uses cognitive mapping decision theory to discuss determinants and relationships of business liabilities formation in customer psychological contract.Firstly,the paper analyzes mental cognitive basis,cognitive image evolution criterion,and evolution features of business ＂responsibility or obligation＂ based on the decision theory of cognitive image.In addition,this paper proposes a determinant model and hypotheses about business responsibility cognitive image in a customer psychological contract.Secondly,this paper uses an experiment and a process tracking method.This study collected 235 valid questionnaires from pe

关 键 词：顾客心理契约 影响因素 认知决策 服务商责任 

分 类 号：F713.55[经济管理—市场营销]