کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1013848 939332 2016 6 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
But you promised! Managing consumers’ psychological contracts
ترجمه فارسی عنوان
اما تو قول دادی! مدیریت قراردادهای روانشناختی مصرف کنندگان
کلمات کلیدی
قراردادهای روانشناختی؛ روابط بازاریابی؛ انتظارات مشتری؛ تبادل اجتماعی؛ نقض قرارداد. تقابل
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
چکیده انگلیسی

In management literature, a psychological contract generally refers to an employee's beliefs about the reciprocal obligations that exist between him or her and an organization. Legal contracts, on the other hand, are agreements that create obligations between the parties that are enforceable by law. Psychological contracts are different from legal contracts in that they are characterized by the belief that both parties have entered into a set of mutual obligations. While marketing scholars and practitioners have largely overlooked the notion of psychological contracts, this article argues that a firm's customers might view the promises they believe a firm has made to them as psychological contracts. Psychological contracts are as relevant to marketing as they are to management. This article expands the notion of psychological contracts to marketing relationships and outlines internal and external strategies firms can employ to manage psychological contracts more effectively.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Business Horizons - Volume 59, Issue 4, July–August 2016, Pages 363–368
نویسندگان
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