CAJ | 학술논문

社会交换理论和结构方程模型是研究顾客心理契约、顾客满意与顾客公民行为关系的依据和有效方法。本文通过健身业的实证研究发现，顾客心理契约、顾客满意均对顾客公民行为具有显著的正向影响。顾客满意在心理契约与顾客公民行为关系上起中介作用。其中，顾客满意除了在交易心理契约与顾客反馈行为关系上起到部分中介作用外，在心理契约的两个维度与顾客公民行为三个维度的关系上均起到完全中介的作用。研究结论首次验证了顾客心理契约与顾客公民行为的正相关关系，并对企业利用顾客心理契约促进顾客公民行为的营销实践具有指导意义。
사회교환이론화결구방정모형시연구고객심리계약、고객만의여고객공민행위관계적의거화유효방법。본문통과건신업적실증연구발현，고객심리계약、고객만의균대고객공민행위구유현저적정향영향。고객만의재심리계약여고객공민행위관계상기중개작용。기중，고객만의제료재교역심리계약여고객반궤행위관계상기도부분중개작용외，재심리계약적량개유도여고객공민행위삼개유도적관계상균기도완전중개적작용。연구결론수차험증료고객심리계약여고객공민행위적정상관관계，병대기업이용고객심리계약촉진고객공민행위적영소실천구유지도의의。
Based on social exchange theory, this paper analyses the relationship among customer psychological contract, customer satisfaction and customer citizenship behavior by using structural equation model. Through the empirical study of fitness companies, the result reveals that customer psychological contract and customer satisfaction both have significantly positive influence on customer citizenship behavior. And customer satisfaction plays a mediating role in the impact of customer psychological contract on customer citizenship behavior. Customer satisfaction partially mediates the relationship only between transactional psychological contract and customer feedback behavior, but completely mediates their relationship on the other dimensions. The findings validate the positive correlation between customer psychological contract and customer citizenship behavior for the first time, and as well provide some implications for the practice of promoting customer citizenship behavior by fulfilling customer psychological contract.