دانلود رایگان مقاله لاتین مدیریت قرارداد روانشناختی مصرف کننده از سایت الزویر
عنوان فارسی مقاله:
اما تو قول دادی! مدیریت قراردادهای روانشناختی مصرف کنندگان
عنوان انگلیسی مقاله:
But you promised! Managing consumers’ psychological contracts
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بخشی از مقاله انگلیسی:
1. Introduction
‘‘I thought, wow–—that’s a great, great offer. You never get points when you redeem,’’said a customer of a major Canadian retailer. She was a member of the retailer’s loyalty program, which offered its branded money to its shoppers as a loyalty incentive. The money is offered in cash (voucher) form or electronically to customers who are registered, and can be spent in its stores. The customer had received the offer that read: ‘‘On October 3rd, redeem e-CT ‘Money’ right at checkout and collect 50X on the amount you redeem.’’ She interpreted the offer to mean that she’d receive a big payout, so she made a purchase to redeem $25 from her loyalty account. ‘‘I redeemed $25–—I was supposed to get 50 times that amount. To me, that was $1,250,’’ she said. The incident was featured in national media, including television news, but the retailer seemed to prefer not to explain the offer when asked. In a statement, a spokesperson simply said: ‘‘We regret the confusion this caused and we will reach out to the customer to make sure she remains a customer for life.’’ The customer felt differently: She received no additional points or money. Later, when she called to complain and the company opened a file, they made an adjustment. ‘‘They ended up depositing $6.56 in my account,’’ she said. They offered no explanation of why they weren’t fulfilling what she believed to be a promise.1 Says the customer: ‘‘But you promised!’’ In the case above, as in countless others, the consumer believed that she had entered into a psychological contract with the retailer; hence, the money would be received as promised. By spending her points on the day the offer required, the consumer perceived that she had fulfilled her side of the contract and that the company would in turn fulfill its obligations. Now the company has a very disappointed and angry customer. This is obviously not the ideal way to maintain a marketing relationship. A psychological contract in the example above comprises a consumer’s beliefs about the reciprocal obligations that exist between him/her and an organization. A psychological contract is different from a legal contract in that it is characterized by the belief that both parties have entered into a set of mutual obligations. In the example above, the consumer believed that by fulfilling her side of the deal–—namely, spending the required number of points on the exact day of the offer–—the company would credit her account with the advertised number of points. Unlike a psychological contract, a legal contract is an agreement that creates obligations between the parties that is enforceable by law. If either of the parties fails to fulfill their obligations, there can be legal consequences. In the example above,there are no legal consequences for the non-reimbursement of the customer. However, even if the company had the legal contract on its side, the fact remains that the firm now has a very disenchanted and frustrated customer because of the psychological contract that she holds. While the notion of the psychological contract is well established in the management literature (e.g., Conway & Briner, 2005; Robinson, 1996), it has largely been overlooked in marketing and in the relationships of firms with their customers. In this article, we explore the notion of consumers’ psychological contracts, the implications they have for firms, and how firms can manage their relationships with customers effectively in order to minimize the negative consequences of consumers’ interpretation of psychological contracts and maximize the positive impacts. In the next section we briefly review the work of management scholars on psychological contracts as well as the marketing literature that has dealt with customer expectations of service quality. Then we more explicitly look at psychological contracts and consumers, with special attention to how consumers make and interpret them. Following this, we identify some strategies that managers can formulate and implement in dealing with psychological contracts for consumers.
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کلمات کلیدی:
The Vault MBA Career Bible - Page 66 - Google Books Result https://books.google.com/books?isbn=1581314205 Vault Editors - 2006 - Business & Economics Brand Management/Consumer Products funds without sacrificing your goals (to reach 20 ... But isn't that your product's peak purchase cycle? ... You review the changes with the agency via conference call and promise to present the new work ... The Vault MBA Career Bible - Page 77 - Google Books Result https://books.google.com/books?isbn=1581312849 Vault (Firm) - 2004 - Business & Economics Brand Management/Consumer Products 12:00 pm. ... But isn't that your product's peak purchase cycle? ... You review the changes with the agency via conference call and promise to present the new work to your brand manager at your status ... Every Landlord's Guide to Managing Property: Best Practices, From ... https://books.google.com/books?isbn=1413322158 Michael Boyer - 2015 - Business & Economics You need to establish good communication and trust from the beginning, because the tenant will expect you to fulfill any promises you made. ... levels are on the rise, for instance, might not only violate consumer fraud laws, but also undermine ...
