Customer Satisfaction Research Based On Psychological Contract

How to maintain customer loyalty has become the basic norms of many enterprises, and in order to get customer loyalty, enterprises have to satisfy customers at first because customer satisfaction positive relate to customer loyalty. Generally, customer satisfaction is one of the factors which can affect customer loyalty. If a consumers feel satisfied after buying specific products or services, he will buy the same one when he want to buy it again. This situation will shape customer loyalty. Although customer loyalty will be affected by other factors, it is undeniable that customer satisfaction is the key factor.Meanwhile, psychological contract, which origined from organization behavior, has been paid more and more attention. This theory has been used in practice to deal with the relations between enterprises and employees, and to improve the loyalty of the staff. In fact, the psychological contract exists in Marketing conditions as well. This paper defined the concept of psychological contract, analyzed the inter- relationship between psychological contract and customer satisfaction under marketing background, and then did an empirical study by investigation and collecting data to certify that the customer satisfaction mechanism based on psychological contract...