خلاصة:
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.
ملخص الجهاز:
Developing a framework for studying and evaluating the types of psychological contracts in the context of relationship marketing Alireza Rajabipoor Meybodi, Saeed Mortazavi, Azar KafashPoor, Mohammad Lagzian Faculty of Economic and Administrative Sciences, Ferdowsi University of Mashhad, Iran (Received: 27 October, 2014; Revised: 6 February, 2015; Accepted: 24 February, 2015) Abstract 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.
Therefore appropriate behaviors could be effective for establishing a continuing relationship between the individual and the organization, which implies that the psychological contract is the key foundation for harmonious relations between individuals and organizations (Gamage & Pang, 2003).
Interpretive Framework Developed For Psychological Contracts Transactional Relational Ideology-Infused Area Main aspect Limited Economical Provide continuous Unspecified and timeless period Social emotional Providing training, Variable and timeless period Ideological Organizational commitment Individuals’ commitment The main employment, safe working environment, fair pay Formally fulfilling the specified requirements career development, promotion opportunities, long- term job securities Performing general commitment to the role, involvement and organizational commitment, organizational citizenship behavior I and institutional Viewing believable commitment to a useful social purpose Participation in the mission/purpose of the organization and social citizenship behaviors Community or related beneficiary Own (I) collectivism (us) part of it or a general principle (all) Resource: Donohue & Nelson (2009), retrieved from Bohr & Thomson (2002), and Thompson & Bunderson (2003) The proposed model of relationship marketing indirectly refers to the three types of psychological contracts (Chiu et al.