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A Study on the Impact of Psychological Contract Fulfillment on E-Loyalty

Author: ZouBin
Tutor: LiHong
School: Dalian University of Technology
Course: Business management
Keywords: Shopping site Customer Loyalty Relationship Commitment Psychological contract Psychological contract meets
CLC: F224
Type: Master's thesis
Year: 2009
Downloads: 365
Quote: 2
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Abstract


The rapid development of e - commerce shopping site brings business opportunities , but also to bring them a huge challenge . Even more intense compared to the competition between the traditional consumer environment , shopping site , they are not only more difficult to get new customers , and the cost is higher . Cultivate and enhance customer loyalty shopping sites critical to achieve sustained competitive advantage and how to cultivate and maintain customer loyalty become the focus of attention of the academia and the e-commerce businesses in the world of virtual network . Study of organizational behavior in the concept of the psychological contract introduced into the network marketing context , psychological contract research online customer to meet a positive impact on the mechanism of online customer loyalty . First , this paper focuses on a review of the field of organizational behavior concepts and dimensions of the psychological contract , aimed at mining the nature of the psychological contract , based on customer psychological contract to meet the concept of network marketing scenarios and two dimensions trading psychology the contract met and the relationship between psychological contract met. Second, the relationship commitment and customer loyalty research collated . Next on the psychological contract to meet the impact of online customer loyalty mechanism pursuant to which the building to online psychological contract to meet the online customer loyalty role model , and empirical research method to test the model . Empirical studies of the model validation questionnaire to provide adequate support . The empirical results show that online customer transactions psychological contract to meet positive influence on the continued commitment of the customer , but also through the continuing commitment to the middle and positive effect on online customer loyalty ; online customer relationship psychological contract to meet the continued positive effect on customer commitment , and the role of the middle through a continuing commitment affecting the online customer loyalty ; customer relationship psychological contract to meet positive influence on the customer 's emotional commitment , but will affect the online customer loyalty through intermediate role affective commitment ; online customer trading psychology the contract met positive effect on customer loyalty : online customer relationship psychological contract to meet the positive effect on customer loyalty . This paper the proposed assumptions are sufficiently validated reasonable description of the research model . Finally, draw conclusions , and pointed out that the study limitations and future research prospects .

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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