Psychological Contract Breach and Compensation of Online Customer Service Failure

被引:0
|
作者
Yan, Jin [1 ]
Zhang, Ying [1 ]
Pan, Huizhen [2 ]
机构
[1] Zhejiang Univ, Enterprise Management Dept, Sch Management, Hangzhou 310058, Zhejiang, Peoples R China
[2] China Mobile Commun Corp, Jian, Jiangxi, Peoples R China
基金
中国国家自然科学基金;
关键词
Breach; Compensation; Individual Value Orientation; Online Shopping; Psychological Contract; Trust; TRUST;
D O I
暂无
中图分类号
F [经济];
学科分类号
02 ;
摘要
The psychological contract in the marketing relationship has attracted more and more researchers' attention. This study proposed that the psychological contract compensation of online customers was related to the category of psychological contract breach and the customers' individual value orientation, and tested it by a simulation experiment. 139 students in a Chinese university took part in the experiment. The results showed that the interaction effect of individual value orientation and breach type on trust compensation was significant. The compensation will be more effective to repair trust for cooperative individuals when the breach is caused by ability, while more effective for noncooperative individuals when the breach is caused by integrity. The findings have implications for making marketing strategy and improving service quality.
引用
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页码:709 / +
页数:2
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