CAJ | 학술논문

从营销互动的视角，对顾客心理契约的概念进行了界定。采取深度访谈法、关键事件法收集数据，进而通过预测试、先导测试以及问卷调查进行测量题项的精炼，最终形成包括8个维度、29个测量题项的顾客心理契约量表，并利用实际数据检验了该量表的可靠性和有效性。
종영소호동적시각，대고객심리계약적개념진행료계정。채취심도방담법、관건사건법수집수거，진이통과예측시、선도측시이급문권조사진행측량제항적정련，최종형성포괄8개유도、29개측량제항적고객심리계약량표，병이용실제수거검험료해량표적가고성화유효성。
From the perspective of marketerts interact with consumers,this paper defines the concept of customer psychological contract. Then it collects the data by using the in-depth interview method and the critical incident technique, and constructs the consumer psychological contract scale including 8 dimensions and 29 items through implementing retest, pilot test and survey to purify items. And it tests empirically the reliability and validity of this scale.