Developing a framework for studying and evaluating the types of psychological contracts in the context of relationship marketing
Nowadays, belief in the criteria and conditions of interactions with an organization to promote customer relationships is somehow tied to the organizational performance, and its final goal is of great importance. In the literature on organizational behavior, this belief is defined as the "psych...
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| Veröffentlicht in: | Iranian journal of management studies 2016-01, Vol.9 (1), p.43 |
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| container_title | Iranian journal of management studies |
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| creator | Meybodi, Alireza Rajabipoor Mortazavi, Saeed KafashPoor, Azar Lagzian, Mohammad |
| description | Nowadays, belief in the criteria and conditions of interactions with an organization to promote customer relationships is somehow tied to the organizational performance, and its final goal is of great importance. In the literature on organizational behavior, this belief is defined as the "psychological contract". The intention of this mixed research is to identify and discover the contents of psychological contracts within "relationship marketing" between customers and banks. In the first phase, qualitative research with a phenomenological approach was applied to study customers' experiences about psychological contracts. In this phase, the psychological contracts within relationship marketing were assessed through a questionnaire. Next, the data from the questionnaires were "factor analyzed" by Lisrel. We noted a fundamental understanding of the types of psychological contracts in the context of a relationship between a bank and its customers. Marketing policies with regard to the terms extracted from a certain kind of psychological contract in the study provided local and advanced results. |
| format | Article |
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| fulltext | fulltext |
| identifier | ISSN: 2008-7055 |
| ispartof | Iranian journal of management studies, 2016-01, Vol.9 (1), p.43 |
| issn | 2008-7055 2345-3745 |
| language | eng |
| recordid | cdi_proquest_journals_1768144645 |
| source | Elektronische Zeitschriftenbibliothek - Frei zugängliche E-Journals; Business Source Complete |
| subjects | Banks Customer relations Customer relationship management Customer services Discriminant analysis Employees Ideology Marketing Methods Organizational behavior Psychological aspects Qualitative research Relationship marketing Studies |
| title | Developing a framework for studying and evaluating the types of psychological contracts in the context of relationship marketing |
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