顾客心理契约对品牌忠诚作用机理实证研究

发布时间：2018-04-23 18:16

本文选题：顾客 + 心理契约　；参考：《江西财经大学》2011年博士论文

【摘要】：今天,品牌已经渗透到我们生活的每个角落,已经成为我们消费的重要导向和组成部分。建立和维系品牌与顾客之间的长期关系,是各企业努力追求的目标,也是企业可持续发展的根本保障。然而品牌本质上是企业价值取向与顾客价值取向的吻合,即双方利益上的合意和文化价值观上的相互认同。因此,品牌的塑造过程就是企业与顾客心理契约的构建过程。相关领域的研究证明,顾客对品牌的真正忠诚是一种心理状态,双方之间实际上存在一份心理契约,这份心理契约的违背将会极大地影响双方的关系质量。因此,在现有的关系营销框架中加入顾客心理契约这一变量,研究顾客心理契约及其对顾客品牌忠诚(品牌关系)作用机理显得非常必要。但目前关于顾客心理契约与品牌忠诚关系的研究呈现出如下特点：(1)在研究对象上,绝大多数研究以服务为研究对象,缺乏对产品品牌情境下的顾客心理契约研究；(2)在研究方法上,定性的理论研究多,定量的实证研究少;(3)在研究结果上,就顾客心理契约与顾客品牌忠诚两者之间关系的研究结论基本一致,但研究中间的传导机制的实证研究及其缺乏,对顾客心理契约维度的认知也存在一定的分歧。因此,本研究希望对顾客心理契约与品牌忠诚(品牌关系的持续)研究的改进做进一步探讨：首先,对产品品牌情境下的顾客心理契约的内容和维度进行深入研究。尽管对营销情境中的心理契约研究已有十几年的历史,但前期研究基本上是针对B2B关系中的顾客心理契约或B2C服务领域中的顾客心理契约,缺乏对产品品牌领域中的顾客心理契约研究。由于服务品牌与产品品牌之间存在巨大的差异,消费者对产品品牌的认知与对服务品牌的认知也存在很大差异,因此,本文着重研究产品(护肤品)品牌关系中的顾客心理契约,以丰富顾客心理契约理论。其次,对顾客心理契约对顾客品牌忠诚的作用机理进行深入研究。早期有关顾客心理契约对品牌忠诚的影响研究,大多是研究两者的直接关系,而其中的中介变量、调节变量等涉及较少。从文献综述看,影响顾客忠诚的中介变量主要有顾客感知价值、顾客满意、顾客信任,而调节变量则包括转换成本,因此,本研究将增加这些变量,较为深入地研究顾客心理契约对顾客品牌忠诚作用机理。本研究全文共分六个部分：第一章绪论。在本章笔者简要地描述本研究背景、研究目的及对顾客心理契约研究的意义,然后提出本研究的技术路线,研究方法和论文的结构安排,并阐明本研究的主要创新点和不足之处。第二章文献综述。本章主要对顾客心理契约、品牌关系、品牌忠诚、顾客感知价值、品牌满意、品牌信任、品牌转换成本及其相关变量进行回顾和评述。第三章研究设计。本章在文献综述的基础上,确定本研究主要变量的定义、研究变量的相互关系和研究理论框架,然后提出研究假设、测量量表以及资料分析方法,并进行初步调查。第四章顾客心理契约量表的开发和检验。由于顾客心理契约量表和结构维度的探索是本研究的主要创新点之一,也是对心理契约理论的重要贡献之一,因此笔者专门在第四章对消费者心理契约进行全面研究。第五章数据分析与假设检验。本章利用SPSS13.0和AMOS7.0软件对主要研究变量、变量之间的关系采取描述性统计分析、相关分析、方差分析、分层回归分析和结构方程模型,对研究假设进行实证检验。第六章研究结论与展望。本章主要对本研究进行全面归纳与总结,得出研究结论、创新之处和研究局限,并在此基础上提出相应的管理对策以及未来研究展望。通过上述研究,笔者得出以下几个主要结论： 1.关于顾客心理契约内容与结构维度研究的结论。本研究通过顾客访谈及数理统计分析,并根据相关理论,研究得出顾客心理契约可分为：规范型心理契约、人际型心理契约、发展型心理契约三个方面。 2.关于顾客心理契约满足度效果研究的结论。本研究探讨了顾客心理契约满足度及其各维度对相关变量的影响作用,研究结果显示：顾客心理契约对顾客感知价值、顾客品牌满意、顾客品牌信任和顾客品牌忠诚有显著的正向影响,但顾客心理契约各维度对效果变量的影响各有侧重。 3.关于顾客感知价值、顾客品牌满意、顾客品牌信任中介效应研究的结论。本研究对顾客感知价值、顾客品牌满意和顾客品牌信任在顾客心理契约与顾客品牌忠诚之间的中介效应进行了探讨,研究结果表明：顾客感知价值、顾客品牌满意和顾客品牌信任在顾客心理契约与顾客品牌忠诚间存在部分中介效应,同时顾客感知价值对顾客品牌满意、顾客品牌信任、顾客品牌忠诚作用明显,顾客品牌满意有对顾客品牌信任、顾客品牌忠诚作用明显。 4.关于品牌转换成本调节效应研究的结论。本研究探讨了品牌转换成在顾客心理契约、顾客感知价值、顾客品牌满意、顾客品牌信任与顾客品牌忠诚之间的调节效应,研究结论表明,除了在顾客感知价值与顾客品牌忠诚间的调节作用不显著之外,在其他关系中,品牌转换成本调节作用非常显著。 5.关于影响顾客心理契约差异研究的结论。本研究通过方差分析分析发现,人口统计变量、购买行为变量之间的差异对顾客心理契约要求所产生的影响并不显著,这说明顾客对品牌应负责任的认知存在一定的稳定性和普遍性。
[Abstract]:Today , the brand has infiltrated every corner of our lives , has become the important guiding and part of our consumption . The establishment and maintenance of the long - term relationship between the brand and the customer is the fundamental guarantee for the sustainable development of enterprises .
( 3 ) On the basis of the research results , the research conclusion of the relationship between the customer psychological contract and the customer brand loyalty is basically consistent , but the empirical research and the lack of the conduction mechanism in the middle of the study have some differences . Therefore , the research hopes to further explore the improvement of the customer ' s psychological contract and brand loyalty ( continued ) research :

First , the contents and dimensions of the customer ' s psychological contract in the product brand situation are studied deeply . Although the research on the psychological contract in the marketing situation has been in the past ten years , the previous research is basically aimed at the customer psychological contract in the B2B relationship or the customer psychological contract in the field of consumer psychology . Because of the great difference between the service brand and the product brand , the consumer ' s perception of the product brand and the perception of the service brand are very different . Therefore , the article mainly focuses on the customer psychological contract in the brand relation of the product ( skin care product ) , so as to enrich the theory of customer psychological contract .

Secondly , the effect of customer ' s psychological contract on brand loyalty is studied deeply . Most of the research on the influence of customer ' s psychological contract on brand loyalty is mostly the direct relationship between the two .

The full text of this study is divided into six parts :

Chapter One is an introduction . In this chapter , the author briefly describes the background of the study , the purpose of research and the significance of the research on the customer ' s psychological contract , then puts forward the technical route , the research method and the structure arrangement of the thesis , and expounds the main innovation points and deficiencies of this study .

The second chapter reviews the customer ' s psychological contract , brand relationship , brand loyalty , customer perceived value , brand satisfaction , brand trust , brand conversion cost and related variables .

In chapter 3 , the definition of the main variables of the study , the relationship between the variables and the theoretical framework of the study are determined , then the research hypothesis , the measurement scale and the data analysis method are put forward , and the preliminary investigation is carried out .

The fourth chapter is the development and testing of the customer psychological contract scale . Because the exploration of the customer ' s psychological contract scale and the structure dimension is one of the main innovation points of this study , it is also one of the important contributions to the theory of psychological contract , so the author makes a comprehensive study on consumer psychology contract in chapter 4 .

In chapter 5 , data analysis and hypothesis testing were carried out in this chapter . Using SPSS 13.0 and AMOS7.0 software , a descriptive statistical analysis , correlation analysis , variance analysis , layered regression analysis and structural equation model were used to verify the relationship between variables and variables .

In chapter 6 , the conclusions and prospects of the research are summarized , and the conclusions , innovations and limitations of the research are drawn up , and the corresponding management countermeasures and future research prospects are put forward .

Through the above research , the author draws the following main conclusions :

1 . The conclusion of the research on the content and structure dimension of the customer ' s psychological contract is analyzed by customer interviews and mathematical statistics . According to the relevant theories , it is concluded that the customer ' s psychological contract can be divided into three aspects : normative psychological contract , interpersonal psychological contract and development psychological contract .

2 . The conclusion of the research on the satisfaction degree effect of the customer ' s psychological contract is discussed . The results show that the customer ' s psychological contract has significant positive influence on customer perceived value , customer brand satisfaction , customer brand trust and customer brand loyalty .

3 . The effect of customer perceived value , customer brand satisfaction and customer brand trust in customer brand loyalty is discussed . The research results show that customer perceived value , customer brand satisfaction and customer brand trust have some mediating effect between customer psychological contract and customer brand loyalty .

4 . With regard to the conclusion of the research on the effect of brand conversion cost adjustment , this paper discusses the adjustment effect between brand conversion and customer ' s psychological contract , customer perceived value , customer brand satisfaction , customer brand trust and customer brand loyalty .

5 . As to the conclusion of the study on the difference of psychological contract between customers , this study finds that the difference between demographic variables and purchase behavior variables has no significant influence on the customer ' s psychological contract requirements , which indicates that the customer has certain stability and universality for the cognition of the brand .

【学位授予单位】：江西财经大学
【学位级别】：博士
【学位授予年份】：2011
【分类号】：F273.2;F224

【参考文献】