Understanding Consumers' Relationships with Service Organizations through Psychological Contracts

Persistent Link:
http://hdl.handle.net/10150/195944
Title:
Understanding Consumers' Relationships with Service Organizations through Psychological Contracts
Author:
Guo, Lin
Issue Date:
2010
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
Advisor:
Lotz, Sherry
Committee Chair:
Lotz, Sherry

Full metadata record

DC FieldValue Language
dc.language.isoENen_US
dc.titleUnderstanding Consumers' Relationships with Service Organizations through Psychological Contractsen_US
dc.creatorGuo, Linen_US
dc.contributor.authorGuo, Linen_US
dc.date.issued2010en_US
dc.publisherThe University of Arizona.en_US
dc.rightsCopyright © 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.en_US
dc.description.abstractBy 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 firmsen_US
dc.typetexten_US
dc.typeElectronic Dissertationen_US
thesis.degree.namePh.D.en_US
thesis.degree.leveldoctoralen_US
thesis.degree.disciplineFamily & Consumer Sciencesen_US
thesis.degree.disciplineGraduate Collegeen_US
thesis.degree.grantorUniversity of Arizonaen_US
dc.contributor.advisorLotz, Sherryen_US
dc.contributor.chairLotz, Sherryen_US
dc.contributor.committeememberEastlick, Mary Annen_US
dc.contributor.committeememberGilliland, Stephenen_US
dc.identifier.proquest11017en_US
dc.identifier.oclc659754963en_US
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