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    Understanding Consumers' Relationships with Service Organizations through Psychological Contracts

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    Author
    Guo, Lin
    Issue Date
    2010
    Advisor
    Lotz, Sherry
    Committee Chair
    Lotz, Sherry
    
    Metadata
    Show full item record
    Publisher
    The University of Arizona.
    Rights
    Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
    Abstract
    By incorporating a psychological contract perspective into the relationship marketing literature, this study intends to capture the resource exchange process between consumers and their organizations and contribute to the theory construction of relationship marketing, especially in the business-to-consumer context. A model of consumers' psychological contract in a consumer-service firm context was established. In this model, consumers' perceptions of different marketing strategies offered by a firm as well as their individual characteristics were proposed to determine their formation of types of psychological contracts with the firm, which may then bind consumers to present certain relational behaviors.Data of this study were collected via a web-based self-administered survey. Three variations of a questionnaire were used to elicit consumers' responses from various service categories. 775 general U.S. consumers in a well-maintained consumer panel completed the survey. Direct hypotheses were tested through simple structural equation modeling. Comparative hypotheses were tested through nested model comparisons. And moderating hypotheses were tested through moderated regression analysis and structural models of latent interactions.The results of this study provided general support to the model and found that marketing strategies, representing an organization's resources and offerings to consumers in a market, can activate certain types of consumers' psychological contracts. Furthermore, a certain type of psychological contract may only be activated when a certain marketing strategy offered by an organization falls into the same mental resource category with this type of psychological contract. In addition, this study found that although consumers who form any type of psychological contract may intend to remain in the relationship with a service firm, only consumers with relational or communal contracts may coproduce in service firms' service delivery process. Finally, the findings of this study revealed that consumers' certain individual traits such as consumers' existence needs in services and consumers' creditor ideology may shape their relationship formation process with service firms
    Type
    text
    Electronic Dissertation
    Degree Name
    Ph.D.
    Degree Level
    doctoral
    Degree Program
    Family & Consumer Sciences
    Graduate College
    Degree Grantor
    University of Arizona
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