双向视角的顾客心理契约对顾客契合的影响研究  

The Impact of Two-way Perspective of Customer Psychological Contract on Customer Engagement

作　　者：范广伟[1] 刘汝萍[2] 马钦海[2] Guangwei Fan;Ruping Liu;Qinhai Ma(School of Business Administration,Shenyang Pharmaceutical University,Shenyang,China;School of Business Administration,Northeastern University,Shenyang,China)

机构地区：[1]沈阳药科大学工商管理学院 [2]东北大学工商管理学院

出　　处：《南大商学评论》2021年第1期103-120,共18页Nanjing Business Review

基　　金：辽宁省教育厅基本科研项目“‘互联网+'背景下医药消费者价值共创研究”(2017WQN02)。

摘　　要：基于社会交换理论探究双向视角的顾客心理契约对顾客契合的影响机制。研究了交易心理契约履行和关系心理契约履行对顾客契合的影响、互动公平的中介作用和顾客对企业的心理契约的调节作用。以社会药房为调查背景,采用问卷调查法共获得249份有效数据。数据分析结果表明,交易心理契约履行和关系心理契约履行均显著正向影响顾客契合,且关系心理契约履行的影响更大;互动公平的中介作用显著;顾客对企业的心理契约调节交易心理契约履行和关系心理契约履行与顾客契合的关系,但未调节交易心理契约履行和关系心理契约履行与互动公平的关系。This paper explores the impact mechanism of two-way perspective of customer psychological contract on customer engagement based on Social Exchange Theory.It studies the impact of transactional psychological contract fulfillment and relational psychological contract fulfillment on customer engagement,the mediating role of interactional justice and the moderating role of psychological contract by customers to firm.249 valid data were obtained by questionnaire survey in the context of social pharmacy.The results show that both transactional psychological contract fulfillment and relational psychological contract fulfillment have a significant positive impact on customer engagement,and the effect of relational psychological con tract fulfillment is stronger;the mediating role of interactional justice is significant;psychological contract by customers to firm moderates the relationship between transactional psychological contract fulfillment and customer engagement as well as the relationship between relational psychological contract fulfillment and customer engagement,but does not moderate the relationship between transactional psychological contract fulfillment and interactional justice or the relationship between relational psychological contract fulfillment and interactional justice.

关 键 词：顾客心理契约 顾客契合 互动公平 

分 类 号：F274[经济管理—企业管理]