Relationship Research Between Customer Psychological Contract And Customer Loyalty Based On Customer Value

With the development of the internet, the e-commerce of our country has beengrowing fast in recent years. Both online shopping penetration and online transactionsare rise significantly. The e-commerce has a good prospect. At the same time, thecompetition of this market is very fierce, because of transparent market informationand low switching costs in the modes of the online shopping. Further more, comparedto traditional commercial mode, it’s harder to building customer loyalty ine-commerce. According to the previous studies, customer loyalty is critical to thesuccess of e-commerce. In addition, because of virtual nature of online shopping,psychological contract play an important part in the building of customer loyalty.Therefore, it’s necessary to research the relation between psychological contract andcustomer loyalty in online shopping.Based on Customer Value theory、Psychological Contract theory and CustomerLoyalty theory, this study explores the relationship between customer psychologicalcontract and customer loyalty in the situation of e-commerce, and then build a relationmodel. According to Customer Value theory and considering the features ofe-commerce, the author proposes the hypotheses of customer psychological contract’sdimensions in the situation of e-commerce, then test it through factor analysis, finallyvalidate the relation model between Customer psychological contract and customerloyalty by the means of correlation analyses.The conclusion of the study as follows：（1）the customer psychologicalcontract consists of six dimensions including: the cost and quality, reliable service,social and emotional benefit, information benefit, interaction, frequent visitorawarded.(2) the customer psychological contract has a positive effect on customerloyalty, in which the cost and quality, reliable service, social and emotional benefithave influence the customer loyalty significantly.（3） the customer psychological contract has a positive effect on customer satisfaction.（4） the customerpsychological contract indirectly influences customer loyalty through the mediatingvariable customer satisfaction.This study will help BtoC companies to have a better sense of customerpsychological contract and to take more targeted marketing measures. They can setpriorities for the using of limited resources according to the conclusions of this paper.