CAJ | 학술논문

探究顾客心理契约中商家责任形成的先导决定因素,是商家有效设计和传递承诺,促成与顾客默契合约达成的关键之一.本文运用认知映像决策理论,分析顾客对商家责任或义务的心理认知依据、认知映像进化判据、进化过程特性,据此提出顾客心理契约中商家责任认知映像的先导因素模型及关系假设,并以民航服务为实证背景对模型进行检验.结果表明：顾客心理契约中商家责任映像经历了价值、目标、实施决策的三个认知进化阶段;沟通行为能力、顾客价值观/态度、主观规范、顾客知识及经验、商家承诺及传递等因素呈现不同强度和时序分布于三阶段的认知映像.结论揭示出的一组先导决定因素及时序关系特点,为商家有针对性地履行承诺及适时地传递口碑提供理论依据.
탐구고객심리계약중상가책임형성적선도결정인소,시상가유효설계화전체승낙,촉성여고객묵계합약체성적관건지일.본문운용인지영상결책이론,분석고객대상가책임혹의무적심리인지의거、인지영상진화판거、진화과정특성,거차제출고객심리계약중상가책임인지영상적선도인소모형급관계가설,병이민항복무위실증배경대모형진행검험.결과표명：고객심리계약중상가책임영상경력료개치、목표、실시결책적삼개인지진화계단;구통행위능력、고객개치관/태도、주관규범、고객지식급경험、상가승낙급전체등인소정현불동강도화시서분포우삼계단적인지영상.결론게시출적일조선도결정인소급시서관계특점,위상가유침대성지리행승낙급괄시지전체구비제공이론의거.
Maintaining customer resources and meeting the diverse needs of customers are critical for enterprises to thrive in market competition.It has become a hot topic for scholars to meet the implicit demands of customers.Understanding customer psychological contracts provides a new starting point for solving this problem.Customer psychological contract is about ＂ responsibilities and obligations＂ and perception of faith about customer and service provider in a transactional relationship,in which merchant＇s ＂responsibility ＂becomes ＂responsibilities and obligations＂.It is a psychological basis that customers need to choose about whether or not they should establish a relationship with merchants.Therefore,it is an important for businessmen to establish and improve customer relationship by exploring determinants of business responsibility formations in a customer＇s psychological contract and revealing its content structure form decision-making process.The present study shows that research about customer psychological contract formation is still at an early stage.Very few studies examine the formation mechanism of customer psychological contract from psychological contract cognitive perspective.More researches need to be conducted to explore the sources of information,cognitive belief system construction,as well as the source of customer＇s ＂responsibilities and obligations.＂ This paper uses cognitive mapping decision theory to discuss determinants and relationships of business liabilities formation in customer psychological contract.Firstly,the paper analyzes mental cognitive basis,cognitive image evolution criterion,and evolution features of business ＂responsibility or obligation＂ based on the decision theory of cognitive image.In addition,this paper proposes a determinant model and hypotheses about business responsibility cognitive image in a customer psychological contract.Secondly,this paper uses an experiment and a process tracking method.This study collected 235 valid questionnaires from people working in the aviation service and tested the proposed theoretical model and hypotheses via structural equation model.The results showed 8 supported hypotheses and 4 rejected hypotheses.（1） The path coefficients indicate that customer communication behaviors,values and attitudes,knowledge,and experiences have positive effects on the value image.Subjective norms have no significant effect on value image but it has a significant influence to the customer value/attitude.（2） The value of image,knowledge and experience,business commitments,and transfers to the target image have positive effect.（3） Communication ability,knowledge and experience,business commitments,and transfers to implement image have no significant effect on image implementation.However,value image and target image to implement image has had strong effects on image implementation.In conclusion,the early period of service relationship establishment business responsibility image in consumer psychological contracts experiences three stages of cognitive evolutionary,denoted as values image,target image,and implementation strategy.Communication ability,customer values/attitudes,subjective norms,knowledge and experience,business commitment,and transfer show different intensity and timing in the three-stage cognitive image.To reach the effective combination of ＂rights＂ cognitive between merchants and customers,it is important to increase optional opportunity by a group of leading decision factors and temporal relationship features.Meanwhile,service providers can make a selective commitment in different stages after they understand cognitive structure of customer psychological contract.This study also provides a theoretical basis for business commitment.