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عنوان فارسی مقاله:
اما تو قول دادی! مدیریت قراردادهای روانی مصرف کنندگان
عنوان انگلیسی مقاله:
But you promised! Managing consumers’ psychological contracts
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
3. Psychological contracts and consumers
As alluded to above, promises and expectations are not synonymous to consumers. While the consumer might expect a service provider’s facilities to be modern and clean or the delivery person to be warm and friendly, a promise is never viewed as merely something nice to have. It is seen as an essential obligation of the provider–—a declaration or pledge that the provider will definitely do a particular thing. Reciprocity is an integral part of a psychological contract to a customer who believes that having given, she should receive something else in return. Reciprocity is, in a sense, proportional, and this is important from a service delivery perspective: the more effort the consumer exerts, the greater her sense of psychological contract breach when the provider fails to deliver. For example, when a consumer wakes at 5 a.m., drives through heavy traffic and bad weather to have her car at the dealership for a service by 7 a.m., and the car isn’t fixed and ready when promised, her feeling of letdown will be far greater than if she had driven two blocks to have the vehicle there by 9 a.m. The principle of commitment and consistency is well established in the marketing persuasion literature (Cialdini, 1993). Individuals are driven to be consistent with commitments that they have made, and marketers have exploited this behavior in many different ways. These include competitions that require consumers to write down ‘‘in 50 words or less why X is the best product in the world’’ and pyramid marketing companies like Amway requiring their sales recruits to ‘‘write down their goals and then sign them.’’ It is a powerful tool for sellers to use because by having buyers commit, they are able to exploit the fact that individuals resist being inconsistent with commitments they have made. However, the principle works both ways: As part of psychological contracts, consumers–—who wish to be consistent with their own commitments–—also require firms to be consistent with theirs.
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کلمات کلیدی:
Psychological contracts and fairness: The effect of violations on ... https://link.springer.com/article/10.1007/BF00129603 by D Blancero - 1996 - Cited by 35 - Related articles A conceptual model of the effect of psychological contracts and associated ... employeespsychological contract violationsfairnessservice management .... When Cashiers Meet Customers: An Analysis of the Role of Supermarket Cashiers. [PDF]An Exploratory Study on Consumer Psychological Contracts - GEBRC gebrc.nccu.edu.tw/proceedings/APDSI/2007/papers/Final_77.pdf by J Wang - Related articles Management School, Guangdong University of Business Studies, Guangzhou, ... article explores the consumer psychological contract in marketing context. Managing the Psychological Contract: Using the Personal Deal to ... https://books.google.com/books?isbn=1317101359 Michael Wellin - 2016 - Business & Economics Providing services to private consumers using stamped mail makes up a relatively small amount of its revenues, and is loss making. For over 350 years since its ... But You Promised! Managing Consumers' Psychological Contracts [10 ... fernfortuniversity.com/hbr/case.../13797-but-you-promised--managing-consume.php Managing Consumers' Psychological Contracts Harvard Business (HBR) Case Study Analysis & Solution for $11. Sales & Marketing case study assignment ... the psychological contract, theory, diagrams, definitions, examples of ... www.businessballs.com › leadership/management The way we define and manage the Psychological Contract, and how we ..... 'customers', or members, etc) means that the quality of the Psychological Contract ...
