摘要
今天,品牌已经渗透到我们生活的每个角落,已经成为我们消费的重要导向和组成部分。建立和维系品牌与顾客之间的长期关系,是各企业努力追求的目标,也是企业可持续发展的根本保障。然而品牌本质上是企业价值取向与顾客价值取向的吻合,即双方利益上的合意和文化价值观上的相互认同。因此,品牌的塑造过程就是企业与顾客心理契约的构建过程。相关领域的研究证明,顾客对品牌的真正忠诚是一种心理状态,双方之间实际上存在一份心理契约,这份心理契约的违背将会极大地影响双方的关系质量。因此,在现有的关系营销框架中加入顾客心理契约这一变量,研究顾客心理契约及其对顾客品牌忠诚(品牌关系)作用机理显得非常必要。但目前关于顾客心理契约与品牌忠诚关系的研究呈现出如下特点：(1)在研究对象上,绝大多数研究以服务为研究对象,缺乏对产品品牌情境下的顾客心理契约研究；(2)在研究方法上,定性的理论研究多,定量的实证研究少;(3)在研究结果上,就顾客心理契约与顾客品牌忠诚两者之间关系的研究结论基本一致,但研究中间的传导机制的实证研究及其缺乏,对顾客心理契约维度的认知也存在一定的分歧。因此,本研究希望对顾客心理契约与品牌忠诚(品牌关系的持续)研究的改进做进一步探讨：
首先,对产品品牌情境下的顾客心理契约的内容和维度进行深入研究。尽管对营销情境中的心理契约研究已有十几年的历史,但前期研究基本上是针对B2B关系中的顾客心理契约或B2C服务领域中的顾客心理契约,缺乏对产品品牌领域中的顾客心理契约研究。由于服务品牌与产品品牌之间存在巨大的差异,消费者对产品品牌的认知与对服务品牌的认知也存在很大差异,因此,本文着重研究产品(护肤品)品牌关系中的顾客心理契约,以丰富顾客心理契约理论。
其次,对顾客心理契约对顾客品牌忠诚的作用机理进行深入研究。早期有关顾客心理契约对品牌忠诚的影响研究,大多是研究两者的直接关系,而其中的中介变量、调节变量等涉及较少。从文献综述看,影响顾客忠诚的中介变量主要有顾客感知价值、顾客满意、顾客信任,而调节变量则包括转换成本,因此,本研究将增加这些变量,较为深入地研究顾客心理契约对顾客品牌忠诚作用机理。
本研究全文共分六个部分：
第一章绪论。在本章笔者简要地描述本研究背景、研究目的及对顾客心理契约研究的意义,然后提出本研究的技术路线,研究方法和论文的结构安排,并阐明本研究的主要创新点和不足之处。
第二章文献综述。本章主要对顾客心理契约、品牌关系、品牌忠诚、顾客感知价值、品牌满意、品牌信任、品牌转换成本及其相关变量进行回顾和评述。
第三章研究设计。本章在文献综述的基础上,确定本研究主要变量的定义、研究变量的相互关系和研究理论框架,然后提出研究假设、测量量表以及资料分析方法,并进行初步调查。
第四章顾客心理契约量表的开发和检验。由于顾客心理契约量表和结构维度的探索是本研究的主要创新点之一,也是对心理契约理论的重要贡献之一,因此笔者专门在第四章对消费者心理契约进行全面研究。
第五章数据分析与假设检验。本章利用SPSS13.0和AMOS7.0软件对主要研究变量、变量之间的关系采取描述性统计分析、相关分析、方差分析、分层回归分析和结构方程模型,对研究假设进行实证检验。
第六章研究结论与展望。本章主要对本研究进行全面归纳与总结,得出研究结论、创新之处和研究局限,并在此基础上提出相应的管理对策以及未来研究展望。
通过上述研究,笔者得出以下几个主要结论：
1.关于顾客心理契约内容与结构维度研究的结论。本研究通过顾客访谈及数理统计分析,并根据相关理论,研究得出顾客心理契约可分为：规范型心理契约、人际型心理契约、发展型心理契约三个方面。
2.关于顾客心理契约满足度效果研究的结论。本研究探讨了顾客心理契约满足度及其各维度对相关变量的影响作用,研究结果显示：顾客心理契约对顾客感知价值、顾客品牌满意、顾客品牌信任和顾客品牌忠诚有显著的正向影响,但顾客心理契约各维度对效果变量的影响各有侧重。
3.关于顾客感知价值、顾客品牌满意、顾客品牌信任中介效应研究的结论。本研究对顾客感知价值、顾客品牌满意和顾客品牌信任在顾客心理契约与顾客品牌忠诚之间的中介效应进行了探讨,研究结果表明：顾客感知价值、顾客品牌满意和顾客品牌信任在顾客心理契约与顾客品牌忠诚间存在部分中介效应,同时顾客感知价值对顾客品牌满意、顾客品牌信任、顾客品牌忠诚作用明显,顾客品牌满意有对顾客品牌信任、顾客品牌忠诚作用明显。
4.关于品牌转换成本调节效应研究的结论。本研究探讨了品牌转换成在顾客心理契约、顾客感知价值、顾客品牌满意、顾客品牌信任与顾客品牌忠诚之间的调节效应,研究结论表明,除了在顾客感知价值与顾客品牌忠诚间的调节作用不显著之外,在其他关系中,品牌转换成本调节作用非常显著。
5.关于影响顾客心理契约差异研究的结论。本研究通过方差分析分析发现,人口统计变量、购买行为变量之间的差异对顾客心理契约要求所产生的影响并不显著,这说明顾客对品牌应负责任的认知存在一定的稳定性和普遍性。
Today, the brand has been penetrated into every corner of our lives and which has been become a major orientation and competent of our consumption. Building and maintaining long-term relationship between customer and brand is become the important goal that every enterprise strives for, and it is the fundamental guarantee for the sustainable development of enterprises. However, the essence of brand is the match of the value orientation between enterprise and customer, that is, agreement on mutual interest and recognition on mutual cultural values. The pioeess of a brand building is a process of psychological contract constructing. Some research indicating that true customer brand loyalty is a psychological state, and there is a psychological contract between customer and brand. The quality of the relationship will be greatly affected if the psychological contract breached. Therefore, it is very necessary to add the variable of psychological contract to the framework of Relationship Marketing and study the mechanism of customer brand loyalty. But the research of customer psychological contract appears the following characteristics:(1) about the study objects, the vast majority of studies are to service;(2) about the study methods, the vast majority of studies are qualitative;(3) about the study results, there is the same conclusion of the effect about the psychological contract to the customer brand loyalty. However, there is lack of the study on the transmission mechanism and some differences of Psychological Contract Dimension of customer. Therefore, this study is to further the improvement study on the psychological contract and brand loyalty (brand relationships). It is mainly reflected in two aspects:
Firstly, the author will conduct in-depth study on the customer psychological contract content and dimension. Although, there is more than ten years of history of the research of the psychological contract, we can conclude that the most studies on customer psychological contract is to B2B or B2C services and there is the lack of study on customer psychological contract to product brand. As we known, there are many differences between product and service. Therefore, this paper focuses on the customer psychological contract of products (skin care) brand, and gives a rich exposition to the theory.
Secondly, the author wills depth-study the mechanism of customer psychological contract influence brand loyalty. There are some studies on the direct relationship between customer psychological contract and brand loyalty, and not research the mediators and moderators. Viewing from the literature review, the mediators are customer perceived value, customer satisfaction, customer trust, and the moderator is the switching costs. Therefore, this study will increase these variables and do a more comprehensive research on the mechanism.
In order to systematically expound the basic proportion, the paper is divided into the following section:
Chapter one is the general which provides an introduction to the background of study and why study the subject, topics and relevant of study, path and framework of study, contribution and shortcomings, and lets people have a general understanding of main idea and content of the paper.
Chapter two provides an introduction to common of literature and framework of analysis. The theory of psychological contract, brand relationship, brand loyalty, customer perceived value, brand satisfaction, brand trust, brand switching costs and related variables were reviewed and commented.
Chapter three provides an introduction to the research design and methods. Based on the literature review, this chapter determines the research ideas and theoretical framework, hypothesis, measurement tools and data analysis methods and takes the pre-test.
In Chapter four, the paper provides a detailed introduction to customer psychological contract scale development and test. As the scale and the structure of psychological contract is the main innovation and an important contribution, the author took a specialized comprehensive study on the psychological contract consumers in the chapter fourth.
Chapter five is data analysis and hypothesis testing. In this chapter, the author uses the methods of descriptive statistics, correlation analysis, variance analysis, and hierarchical regression analysis and structural equation model through the SPSS13.0and AMOS7.0software, and makes empirical test to these hypotheses.
Chapter six is the conclusion and outlook. In this chapter, the research conclusions are be refined and summarized. On this basis, the author proposed appropriate management strategies, and pointed out the innovation, limitations and prospects.
Through this research, the author draws the following main ideas:
1. The conclusion of customer psychological contract on content and dimensions of structure. In this study, the customer psychological contract can be divided into three sections:norm psychological contract, interpersonal psychological contract, and development psychological contract.
2. The conclusion of the effect of customer psychological contract. This study investigated the influence to the relevant variables about psychological contract and its different dimensions. The results show that the customer psychological contract has significant positive effects on customer perceived value, customer brand satisfaction, and customer brand trust and customer brand loyalty. However, the different dimension of the customer psychological contract has different effect on the related variable.
3. The conclusion of the mediator of customer perceived value, customer brand satisfaction and customers brand trust between customer psychological contract and brand loyalty. The research results show that customer perceived value, customer brand satisfaction and customer brand trust plays part mediating effect between the psychological contract and customer brand loyalty. And in same time, the customer perceived value has a positive effect on customer brand satisfaction, customer brand trust and customer brand loyalty, and customer brand satisfaction also has a positive effect on customer brand trust and customer brand loyalty.
4. The conclusion of the regulating effect of brand switching cost. The research results show that, in addition to the relationship between customer perceived value and brand loyalty, the brand switching cost has a significant effect on the relationships between the customer psychological contract, customer brand satisfaction, customer brand trust and customer brand loyalty
5. The conclusion of factors of customer psychological contract. In this study, the research result shows that there is no significant discrepancy to customer psychological contract for the difference of demographic variables and purchase behavior variables. It indicates that the customer psychological contract has a certain stability and universality.
引文
[1]Aaker, J., Susan Fournier. and S. Adam Brasel. Charting the Development of Consumer-Brand Relationships[J].Research Paper Series, Graduate School of Business Stanford University.2001:217-234.
[2]Aaker, Jennifer, Susan Fournier, and S. Adam Brasel. When Good Brands Do Bad[J] Journal of Consumer Research,2004 (31):1-16.
[3]Aggarwal P.. The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior[J]. Journal of Consumer Research,2004 (31):87-101.
[4]Anderson N. The Psychological Contract in Retrospect and Prospect [J]. Journal of organizational behavior,1998(19):637-647.
[5]Allen,C.T., Machlert,K.A.&Schultz-Kleine,S.. A Comparison of Attitudes and Emotions as Predictors of Behavior at Diverse Levels of Behavioral Experience[J]. Journal of Consumer Research, Vol.18,1992:493-504.
[6]Anderson,J.C. and Narus,J.A.. Business Marketing:Understand What Customers Value[J]. Harvard Business Review.1998, November/December:53-65.
[7]Anderson, E.W.&Fornell,C. A Framework for Comparing Customer Satisfaction Across Individuals and Product Categories[J]. Journal of Economic Psychology.Vol.12,1994:267-286.
[8]Anderson, Eugene W.&Fornell,Claes. Customer Satisfaction and Stock Prices:High Returns, Low Risk[J]. Journal of Marketing,No.1,2006:3-14.
[9]Anderson Eugene W.&Sullivan,M.W.. The Antecedents and Consequences of Customer Satisfaction for Firms[J]. Marketing Science,No.2,1993:125-143.
[10]Anderson Eugene W.&Sullivan,M.W..Customer Satisfaction and Retention Across Firm [J]. Presentation at the TIME College of Marketing Special Interest Conference on Service Marketing,1990.
[11]Anderson,E.&Weitz,B..Determinants of Continuity in Conventional Industrial Channel Dyads[J].Marketing Science,No.3,1989:310-323.
[12]Anderson,E.&Weitz,B-The Use of Pledges to Build and Sustain Commitment in Distribution Channels[J].Journal of Marketing Research.No.1,1980:18-34.
[13]Arnould,E.&Price,L..River Magic Extraordinary Experience and the Extended Service Encounter[J].Journal of Consumer Research.Vol.20,1993:24-45.
[14]Aronld,M. Emotion and Personality[M]. Columbia University Press.1960:193-195
[15]Arjun Chaudhuri, Morris B Holbrook. The chain of effects from brand trust and brand affect to brand performance:the role of brand loyalty[J]. Journal of Marketing,2001,65(2):81-93
[16]Argyris, C. Understanding Organizational Behavior[M]. Illinois:Dorsey Press, 1960:196-198.
[17]Alford,B-L.&Sherrell,D.L.. The Role of Affect in Consumer Satisfaction Judgments of Credence-Based Services[J]. Journal of Business Research, Vol.37,1996:71-84.
[18]Babin Barry J.&Mitch Griffin.The Nature of Satisfaction:An Updated Examization and Analysic[J]. Journal of Business Research,No.2,1998:129
[19]Bagozzi,R.P.&Edwards,J.R.. A General Approach for Representing Constructs in Organizational Research[J]. Organizational Research Methods,No.1,1998:45-87
[20]Blancero, D., Ellram, L.. Strategic Supplier Partnering:A Psychological Contract Perspective [J]. International Journal of Physical Distribution & Logistics Management, 1997,27(9/10):616-629.
[21]Blackston, M. Observations:Building Equity by Managing the Brand's Relationships [J]. Journal of Advertising Research,1992,32,(5/6):101-105.
[22]Blackston, M. A Brand with an Attitude:a Suitable Case for the Treatment[J]. Journal of the Market Research Society,1992,34(3):231-241.
[23]Bhattacharya, R., Devinney, T.M.& Pillutla, M.M. A Formal Model of Trust based on Outcomes[J]. The Academy of Management Review,1998,23(3):459-472
[24]Burnham TA, Frels J and Mahajan V. Consumer Switching Costs:a Typology, Antecedents, and Consequences [J] Journal of the Academy of Marketing Science,2003,(2):109-126.
[25]Berry,L.L.,.Relationship Marketing[M].Chicago:American Marketing Association, 1983:267
[26]Belk, Russell W. and Gregory S. Coon. Gift Giving as Agapic Love:An Alternative to the Exchange Paradigm Based on Dating Experiences [J]. Journal of Consumer Research,1993:393-417.
[27]Barney. And M.H.Hansen. Trust Worthiness as a Source of Competitive Ad vantage [J]. Strategic Management Journal, Sep 1994:175-190.
[28]Baldinger,A.L.and Rubinson,J.. Brand Loyalty:The Link Between Attitude and Behavior[J] Journal of Advertising Research.1996,36(6).22-33.
[29]Crosby,L.A.&Taylor,J.R.. Psychological Commitment and Its Effects on Postdecision Evaluation and Preference Stability Among Voters[J]. Journal of Customer Research,No.4,1983:413-431
[30]Crosby,L.A.,Evans,K.R.&Cowles,D. Relationship Quality in Services Selling:An Interpersonal Influence Perspective[J]. Journal of Marketing,No.3,1990:68-81
[31]Cardy R. L., Gove S., De Matteo J.. Dynamic and Customer-Oriented Workplaces: Implications for HRM Practice and Research [J]. Journal of Quality Management,2000, 5(2):159-186.
[32]Clark, Margaret S. and Judson Mills, The Difference between Communal and Exchange Relationships:What It Is and Is Not. [J] Personality and Social Psychology Bulletin,1993,684-691.
[33]Clark, Margaret S., Judson Mills, and David M. Corcoran, Keeping Track of Needs and Inputs of Friends and Strangers, Personality and Social Psychology Bulletin, 1989,533-542.
[34]Clark, Margaret S., Robert Oullette, Martha C. Powell, and Sandra Milberg. Recipient's Mood, Relationship Type and Helping[J] Journal of Personality and Social Psychology,1987 94-103.
[35]Dabholker,P.. The Role of Affect and Need for Interaction in On-Site Service Encounters [J]. Advances in Consumer Research, Vol.19,1992:563-569.
[36]Dalgleish,T.&F.N.Watts. Biases of Attention and Memory in Disorders of Anxiety and Depression[J]. Clinical Psychology Review,Vol.10,1990:589-604.
[37]Dardozo, Richard N.. An Experimental Study of Consumer Effort, Expectation and Satisfaction[J]. Journal of Marketing Research,No.8,1965:244-249.
[38]Day, G. S..A Two-Dimension Concept of Brand Loyalty [J] Journal of Advertising Research,No.3,1969:29-35.
[39]De Ruyter, Ko, Luci Moorman&Jos Lemmink. Antecedents of Commitment and Trust in Customer-Supplier Relationships in High Technology Markets[J]. Industrial Marketing Management,No.3,2001:271-286.
[40]Dick,A.S. and K.Basu. Customer Loyalty:Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science,1994,22(2):99-113.
[41]Dardozo, Richard N.. An Experimental Study of Consumer Effort, Expectation and Satisfaction[J]. Journal of Marketing Research,No.8,1965:244-249.
[42]Doney,R;Caunon,J.R,An examination of the nature of trust in Buyer-Seller relationships [J]. Journal of Marketing,1997,61(1):35-51.
[43]Eddleston, K. A., Kidder, D. L., Litzky, B. E.. Who's the Boss? Contending with Competing Expectations from Customers and Management [J]. Academy of Management Executive,2002,16(4):85-95.
[44]Epstein,Seymour. Traits are Alive and Well[J]. Lawrence Erlbaum Associates. 1977:85-97.
[45]Elliot, R.& Wattanasuwan, K. Brands as Symbolic Resources for the Construction of Identity [J]. International Journal of Advertising,1998,17(2):131-144.
[46]Elena Delgado-Ballester, Jose Luis Munuera-Aleman & Maria Jesus Yague-Guillen. Development and Validation of a Brand Trust Scale[J]. International Journal of Market Research,2003,45(Quarter 1)
[47]Forneli,C.A. National Consumer Satisfaction Barometer:The Swedish Experience [J]. Journal of Marketing,1992, Vol.56, January:6-21.
[48]Fornell,C., Johnson,M.D., Anderson,E.W.,Cha,J., Bryant,B.E.. The American Customer Satisfaction Index:Nature, Purpose and Findings [J] Journal of Marketing,1996,60(4):7-18.
[49]Fournier, Susan. Consumer and Their Brands:Developing Relationship Theory in Consumer Research[J]. Journal of Consumer Research,1998 (24) (March):343-373.
[50]Fournier S. A Consumer-Brand Relationship Framework for Strategic Brand Management[D]. A Dissertation presented to the graduate school of the University of Florida,1994:123-127.
[51]Flint,D.J, Woodruff,R.B, and Gardial S.F. Exploring the phenomenon of customer, desired value change in a business-to-business context[J]. Journal of Marketing,2002,66(10):102-117.
[52]Gardner B.,Levy J.. The Product and Brand[J].Harvard Business Review,1955,(3-4):P33-39.
[53]Gremler,D.D,Brown,S.W. Service Loylaty:Its Nature, Impotence and Implications[J].Advancing Service quality, A Global Perspective,1996:171-180.
[54]Geok Theng Lau, Sook Hanlee. Consumers'Trust in a Brand and the Link to Brand Loyalty [J]. Journal of Market Focused Management,1999,4:344.
[55]Gronroos,C..From Marketing Mix to Relationship Marketing[J]. Management Decision,No.2,1984:4-19.
[56]Gronroos,C.Service Management and Marketing:Management the Moments of Truth in Service Competition[D]. Lexington Books,1990.
[57]Guiltnan,J.P. A Classification of Switching Costs with Implications for Relationship Marketing[J]. in Childers, T.L. and Bagozzi, R.P. Winter Educators Conference: Marketing theory and Practice, American Marketing Association,Chicago,1989:216-220.
[58]Ganesan,Shankar. Determinants of Long-term Orientation in Buyer-Seller Relationships[J]. Journal of Marketing,1994,58(2):1-19.
[59]Geok Theng Lau;Scok Han Lee,Consumers'Trust in a Brand and the Link to Brand Loyalty [J]. Journal of Market-Focused Management:Dec 1999,4(4):341-370.
[60]Gwinmer,K.P.,Gremler,D.D.,Bitner,M.Jo. Relational Benefit in Services Industries:The Customer's Perspective [J].Journal of the Academy of Marketing Science,1998 Vol.26:101-114.
[61]Higgins,K.T.. The Value of Consumer Value Analysis[J]. Marketing Research,1998,10(4):38-44.
[62]Hess J. Construction and Assessment of a Scale to Measure Consumer Trust[J]. AMA Educators'Conference, Enhancing Knowledge Development in Marketing, eds B.B. Stern et G.M. Zinkhan,1995,6:20-25.
[63]Hempel,Conald J. Consumer Satisfaction with the Home Buying Process:Conceptualization and Measurement,The Conceptualization of Consumer Satisfaction and Dissatisfaction[M]. Cambridge, MA Marketing Science Institute, 1977:237-248
[64]Hiscock, J. Most Trusted Brands[M]. Marketing,2001,1:32-33.
[65]Jacoby,J., R.Chestnut and W.Fisher. A Behavioral Process Approach to Information Acquisition in Nondurable Purchasing[J] Journal of Marketing Research, 1978,4:532-545.
[66]Jacoby,J.. A Model of Multi-brand Moyalty[J] Journal of Advertising Research, 1971,11(3):29-35.
[67]Jones,M.A.,Mothers Baugh,D.L.&Beatty,S.E.Why Customers Stay:Measuring the Underlying Dimensions of Services Switching Costs and Managing their differential Strategic Outcomes[J].Journal of Business Research,2002,55:441-450.
[68]Jacoby,J&Chestnut,R.W. Brand Loyalty Measurement and Management [M].New York:John Wiley&Sons,1978:126
[69]Jacoby,J. A Model of Multi-Brand Loyalty [J]. Journal of Marketing Research,Nol,1973:1-9.
[70]Jones,T.O.&Sasser,W.E.Jr.. Why Satisfied Customers Defect [J]. Harvard Business Review,1995,11-12:88-99.
[71]Kotter J.P. The Psychological Contract [J]. California Management Review,1973,15(3):91-99.
[72]Kotter J.P. The Psychological Contract:Managing the Joining-up Proeess[J]. California Management Review,1973,15:91-99.
[73]Klemperer D. Markets with Consumer Switching Cost [J]. Quarterly Journal of Economics,1987,102(2):375-394.
[74]Lusch, R. F., Brown, J. R.. Interdependency, Contracting, and Relational Behavior in Marketing Channels [J]. Journal of Marketing,1996,60(4):19-38.
[75]Llewellyn, N.. The Role of Psychological Contracts within Internal Service Networks[J]. The Service Industries Journal,2001,21(1):211-226.
[76]Levinger George. Development and Change in Close Relationship[M]. New York: W.H. Freeman,1983:189-197.
[77]Levinson,H Price,C.R.Munden,K J. Men management and mental health[M]. Cambridge:Harvard university press,1962:367.
[78]Lee,C& Tinsley,CH. Psychological Normative Contracts of Work Group Member in the US and Hongkong [J]. Working Paper.1999
[79]Lau G T, Lee S H. Consumers'trust in a brand and the link to brand loyalty [J]. Journal of Market Focused Management,1999,4:341-370.
[80]Lam,S.Y,Shankar,V.&Murthy,B.et al. Customer Value, Satisfaction, Loyalty, and Switching Costs:An Illustration from a Business-to-Business Service Context[J] Journal of the Academy of Marketing Science,2004,32(3):293-311.
[81]Lee,J.&Feick,L.The Impact of Switching Costs on the Customer Satisfaction-Loyalty Link:Mobile Phone Service in France [J] Journal of Service Marketing,2001,15:35-48.
[82]Lee,J.&Ferick,L. The Impact of Switching costs on the Customer Satisfaction-Loyalty Link:Mobile Phone Service in France[J] Journal of Service Marketing,2001,15:35-48.
[83]Mc Alexander, J H, Schouten, J W& Koenig, H F. Building Brand Community [J]. Journal of Marketing,2002(1):38-54.
[84]Morrison,E.,Robinson,S. When Employees Feel Betrayed:A Model of How Psychological Contract Violation Developes. Academy of Management Review,1997,22-1.
[85]Mark M. Suazo. An Examination of Antecedents and Consequences of Psychological Contract Breach[D].Dissertation of Doctoral Degree of the Graduate School of the University of Kansas.2002.
[86]MacNeil I R. Relational Contract:What We Do and Do not Know[J]. Wisconsin Law Review,1985,10:483-525.
[87]Morgan,R.M.&Hunt,S. The Commitment-trust Theory of Relationship Marketing[J] Journal of Marketing,Dec 1994:20-38.
[88]Mayer,R.David, J.&Davis, F.S.An Integrative model of marketing[J]. Journal of Marketing,Dec1995:20-38.
[89]Magnus,S. Customer Satisfaction and Its Consequences on Customer Behavior Revisited[J]. International Journal of Service Industry Management,No.2,1998:169-188.
[90]McDougall,Gordon;Terrence Levesque., Customer satisfaction with services:putting perceived value into equation[J]. The Journal of Services Marketing, 2000,14(5):392-410.
[91]Nilssen. Two kinds of Consumers Switching Costs, The Road Journal of Economics 2003.
[92]Oliver,R.L.. When Consumer Loyalty? [J]. Journal of Marketing,1999,63(4):33-44.
[93]Oliver,R,L.LindaG Effect of Satisfaction and its Antecedents on Consumer Preference and Intention [J]. Advances in Consumer Research, Aprl981:88-93.
[94]Oliver R.L,.A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research(JMR),1980.Vol,17 Issue4, 460-469.
[95]Oliver,R.L..Customer Satisfaction with Service. In:Swartz Teresa A.,and Dawn Iacobucci,eds. Handbooks of Service Marketing and Management. Thousand Oaks,CA:Sage Publications,2000:249
[96]Oliver,R.L.&Linda,G. Effect of Satisfaction and Its Antecedents on Consumer Preference and Intention[J]. Advances in Consumer Research,No.8,1981:88-93.
[97]Oliver,R.L..Satisfaction.A Behavioral Perspective on the Consumer[M]. New York: McGraw-Hill,1996.
[98]Oliver,Richard,L.. Processing of the Satisfaction Response in Consumption:A Suggested Framework and Research Propositions[J]. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Bechavior,1989,Dec(16):372-383
[99]Park,Bernadette, A Method of Studying the Development of Personality of Real PeoplejJ] Journal of Personality and Social Psychology,1986(3):62.
[100]Plummer,Joseph T.,.Brand personality:A Strategic Concept For Multinational Advertising, in Marketing Educators'Conference [M]. New York:Yong& Rubicam,1985:1-31.
[101]Parasuraman,Zeithaml&Berry. The Behavioral Consequences of Service Quality[J] Journal of Marketing,1996,60:31-46.
[102]Parasuraman,Zeithaml,Berry. A Conceptual Model of Service Quality and Its Implications for Future Research[J]. Journal of Marketing,1985:41-50.
[103]Paul Michell,John Reast,James Lynch. Exploring the Foundations of TrustfJ]. Journal of Marketing Management,1998,14(3):159-172.
[104]Patterson,P.G., Expectations and Product Performance as Determinants of Satisfaction with a High-Involvement Purchase [J].Psychology and Marketing,1993, 10(5):449-465.
[105]Roehling, Mark V. The Origins and Early Development of the Psychological Contract Construct[J]. Journal of Management History,1997,3(2):204-217.
[106]Rousseau D. M. Psychological and Implied Contracts in Organizations[J]. Journal of Employee Rights and Responsibilities,1989,2,(2):121-129.
[107]Rousseau, D. M.. New Hire Perception of Their Own and Their Employer's Obligations:A Study of Psychological Contracts[J]. Journal of Organizational Behavior, 1990,11(5):389-400.
[108]Robinson S L, Rousseau D M. Violating the Psychological Contract:Not the Exception but the Norm [J]. Journal of organizational behavior,1994,15(3):245-259.
[109]Robinson S.L. Trust and Breach of the Psychological Contract[J].Administrative Science Quarterly.1996,41:574-599.
[110]Rousseau, D M & Tijoriwala. Perceived Legitimacy& Unilateral Contract Changes: It takes a Good Reason to Change a Psychological Contract[J]. Symposium at the SIOP meetings,SanDiago,1996,April.
[111]Rousseua,D. Assessing Psychological contracts:Issues, Alternatives and Measures[J]. Journal of organizational Behavior.1998,19.
[112]Robinson,S.L..Trust and Breach of the Psychological Contract [J]. Administrative Science Quarterly,1996,41(4):574-599.
[113]Ruyter,K.D.&Bloemer J. Customer loyalty in extended service settings[J]. International Journal of Service Industry Management,1999,Vol.10:320-336.
[114]Rozanski, Horacio D., Allen G. Baum, and Bradley T. Wolfsen, Brand Zealots: Realizing the Full Value of Emotional Brand Loyalty [J]. Strategy and Business, 1999,51-62.
[115]Schein, E. H.. Organizational Psychology[M]. New Jersey:Prentice-Hall,1980.
[116]Schein,E.H., Organizational Psychology[M]. Englewood Cliffs, NJ:Prentice Hall,1965.
[117]Schein,E.H. Career Dynamics:Matching Individual and Organizational Needs[J]. International Journal of Service Industry Management,1978:237-244.
[118]Sweeney,C.Jillian&Soutar,N.Geoffrey. Consumer Perceived Value:the Development of a Multiple item Scale[J] Journal of Retailing,2001,77(2):203-220.
[119]Samuelson,V&Zeckhauser,R. Status Quo Bias in Decision Marketing[J]. Journal of Risk and Uncertainty,1988,1:7-59.
[120]Sheth,J.N.,Parvatiyar,A. Relationship marketing in consumer markets:Antecedents and consequences[J] Journal of the Academy of Marketing Science,1995 Vol.23(4): 255-271.
[121]Schwartz, Barry. The Social Psychology of the Gift, American Journal of Sociology,1967,1-11.
[122]Shy,O.. A quick-and-easy Method for Estimating Switching Costs[J]. International Journal Industrial Organization,2002(2):20.
[123]Turnley W H, Feldman D C. Re-examining the Effects of Psychological Contract Violations:Unmet Expectations and Job Dissatisfaction as Mediators[J]. Journal of Organizational Behavior,2000,(21):25-42.
[124]Turnley,W.H.& Feldman W.C. A Discrepancy Model of Psychological Contract Violation [J].Human Resource Management Review,1999,9(3):367-386.
[125]Vikas Mittal,Wagner A. Kamakura. Satisfaction, Repurchase Intent, and Repurchase Behavior:Investigating the Moderating Effect of Customer Characteristics[J]. Journal of Marketing Research,2001,2:131-142.
[126]Woodruff,R.B. Customer Value:the Next Source for Competitive Advantage[J]. Journal of Academy of Marketing Science,1997,Spring:139-153.
[127]Westbrook Robert A.. Intrapersonal Affective Influences on Consumer Satisfaction with Products[J]. Journal of Consumer Research,No.6,1980:49-54.
[128]Woodside,A.G.,Frey,L.L.&Daly,R.T. Linking Service Quality, Customer Satisfaction and Behavioral Intention [J] Journal of Health Care Marketing,No4,1990.
[129]Watson, David, Lee A. Clark, and Auke Tellegen. Development and Validation of Brief Measures of Positive and Negative Affect:The PANAS Scales[J]. Journal of Personality and Social Psychology,1988,10:63-70.
[130]Yang,Z.&Peterson,R.T. Customer Perceived Value, Satisfaction, and Loyalty:The Role of Switching Costs[J]. Psychology&Marketing,2004,10:799-822.
[131]Yi,Y. A Critical Review of Consumer Satisfaction[J]. Review of Marketing,1990:69-123.
[132]Young, P. Feeling and Emotion[M]. In B.Wolman, (Ed),Handbook of General Psychology,1973
[133]Zweig, David and Pankaj Aggarwal. Breaking Promises:The Role of Psychological Contract Breach in Mediating the Relationship between Marketing Practices and Brand Evaluations [J]. Advances in Consumer Research,2005,(32): 342-343.
[134]Zeithaml,Valarie A..Consumer Perceptions of Price,Quality, and Value:a Means-end Model and Synthesis of Evidence [J]. Journal of Marketing,1988,52(3):2-22.
[135]Zajonc,R.B.&Markus,H..Affective and Cognitive Factors in Preferences [J]. Journal of Consumer Research,No.2,1982:123-131
[136]Zuckerman,M.,Price,C.L.&Zoob,I..Development of a Sensation Seeking Scale[J]. Journal of Consulting Psychology.Vol.28,1964:418-425
[137]安慧.大学生信用卡客户未来使用意向研究[D].哈尔滨工业大学硕士论文,2006,(6)：38-41.
[138]白长虹、廖伟.西方的顾客价值研究及其实践启示[J].南开管理评论,2001,(2)：51-55.
[139]白林、陈圻.顾客感知价值驱动因素研究新进展[J].外国经济与管理,2006,7：39-45.
[140]薄湘萍、尹红.基于顾客价值的服务企业顾客忠诚管理探析[J].经济与管理,2005(1)：99-102.
[141]白长虹,范秀成,甘源.基于顾客感知价值的服务企业品牌管理[J].外国经济与管理,2002,(2)：7-13.
[142]波特·马金等著.组织和心理契约[M].北京：北京大学出版社,2000,(3)：214-217.
[143]蔡升桂.关系营销视角的顾客信任研究[J].当代财经,2006,(12)：35-38.
[144]蔡庆.基于心理契约的顾客满意研究[D].广东商学院硕士论文.2007,(5)：53-55.
[145]曹洁慧.基于数据挖掘的我国证券业客户忠诚度研究[D].同济大学硕士论文.2007,(1)：42.
[146]陈明亮.客户重复购买意向决定因素的实证研究[J].科研管理,2003,(1)：111-115.
[147]陈加洲,方俐洛,凌文轮.心理契约的测量与评定[J].心理学动态,2001,(3)：45-48.
[148]陈加州.心理契约的内容—维度和类型[J].心理科学进展,2003, 6(11)：65-68
[149]陈瑛.顾客忠诚：品牌资产价值的集中体现[J].经济问题.2005,(6)：33-36.
[150]陈笑盈、朱百军和宋亦平,转换成本在顾客满意与顾客忠诚关系中的作用一对新疆移动通讯网络用户的实证研究[A].中国市场学会2006年年会暨第四次全国会员代表论文集,2006：2977—2988.
[151]陈艺妮.顾客价值、满意和信任关系的实证研究-以消费者的手机购买为例[D],吉林：吉林大学商学院,2006.
[152]程幼明、沈毛虎.全过程顾客满意及测度分析[J],经济管理·新管理,2004(9)：52-58.
[153]戴金珠.我国IT企业员工心理契约及时相关因素的影响[D].大连理工大学硕士论文,2005,(4)：55-56.
[154]丁吉.品牌忠诚度与顾客特征及态度的关系[D].北京大学硕士论文,1997,(1)：46-47.
[155]丁健.心理契约理论研究综述[J].徐州教育学院学报,2005,20(3)：64-66.
[156]董大海、金玉芳,作为竞争优势重要前因的顾客价值：一个实证研究[J].管理科学学报,2004,(5)：84—90.
[157]杜建刚、范秀成,基于公平性调节作用的服务忠诚度前鬣因素正和模型研究[J].营销科学学报,2006,(9)：15—29.
[158]丁夏齐,马谋超,王泳,樊春雷.品牌忠诚：概念、测量和相关因素[J].心理科学进展.2004,(3)：23—25.
[159]范钧,杨丽钗.服务消费情境中的顾客心理契约形成机制研究[J].江苏商论,2009,(2)：30—32.
[160]菲利浦·科特勒.营销管理：分析、计划、执行和控制[M].梅汝和,梅清豪泽.上海：上海人民出版社,2007.
[161]高红彬.连锁零售药店顾客忠诚驱动因素研究[D].西南大学硕士论文.2009,(4)： 39—41.
[162]顾巍等.顾客满意与顾客忠诚的关系研究[J].软科学,2004,(5).
[163]郝路安.企业营销道德对顾客忠诚影响实证研究[D].天津商业大学硕士论文,2008,(5).
[164]何佳讯.品牌资产测量的社会心理学视角研究评价[J].外国经济与管理,2006,(4)：48—52.
[165]何佳讯.品牌关系质量本土化模型的建立与验证[J].华东师范大学学报(哲社版),2006,(3)：100-106.
[166]何佳讯.品牌关系质量的本土化模型：高阶因子结构与测量[J].营销科学 学报,2006,(3)：97-108.
[167]何庆丰.品牌声誉、品牌信任及与品牌忠诚关系的研究[D].浙江大学硕士学位论文,2006,(4).
[168]黄静、雷柳桢.品牌关系倾向对消费者态度及行为的影响[J].营销科学学报,2006,(3)：86-96.
[169]黄国光.人情与面子：中国人的权利游戏,载杨国枢编：中国人的心理,中国台北：桂冠图书股份有限公司,1988.
[170]霍映宝,韩之俊.一个品牌信任模型的开发与验证[J].经济管理.2004,(9)：21-27
[166]黄久芬.由服务品质与品牌信任看星巴克的营销战略[J].商业时代,2006,(6)：23-25.
[171]黄磊编.顾客忠诚[M].上海：上海财经大学出版社,2000.
[172]侯丽敏、王桂芝.关于转换障碍与顾客忠诚的研究[J].中国流通经济,2006(11)：49-52.
[173]韩经纶、韦福祥.顾客满意与顾客忠诚互动关系研究[J].南开管理评论,2001,(6)：8-11.
[174]韩小芸、汪纯孝,服务性企业顾客满意度与忠诚感关系的实证研究[M],北京：清华大学出版社,2003.
[175]韩小芸、温碧燕和伍小弈.顾客消费情感对顾客满意感的影响[J].-南开管理评论[J],2004,(7)：39-43.
[176]韩雪松.影响员工组织认同的组织识别特征因素及作用研究[D].四川大学博士论文,2007,(3)
[177]贺爱忠,李钰.论品牌关系生命周期中消费者品牌信任与心理契约的建立[J].商业研究,2003,(11).
[178]候杰泰,温忠麟,成子娟.结构方程模型及其应用[M1.教育科学出版社,2002.
[179]侯丽敏、王桂芝,关于转换障碍与顾客忠诚的研究[J].中国流通经济,2006(11)：49-52.
[180]惠青山.网络营销条件下的顾客忠诚[J].经济师,2003(2)：24.
[181]计建,陈小平.营销品牌忠诚度行为—情感模型初探[J].武汉大学学报,1998,(1)
[182]焦竹.基于转换成本的顾客感知价值、顾客满意与顾客忠诚关系研究[D].吉林大学硕士论文,2008,(4).
[183]金玉芳.消费者品牌信任研究[D].大连理工大学博士论文,2005,(3).
[184]金玉芳.董大海基于计算机制建立品牌信任的实证研究[J].大连理工大学 学报(社会科学版),2006,(6)：6-13.
[185]蒋廉雄,卢泰宏.品牌形象：顾客价值-满意-忠诚关系结构中的新变量[C].中国营销科学学术会议论文集.2005.11.
[186]罗海成.营销情境中的心理契约及其测量[J].商业经济与管理,2005(6)：37-41.
[187]罗海成.营销情境中的心理契约概念及其测度研究[J].数理统计与管理,2006,9：574-580.
[188]罗海成.基于信任的关系营销：心理契约视角[J].经济管理,2003(8)
[189]雷亮.基于心理契约视角的顾客满意管理研究[J].北京工商大学学报(社会科学版),2008(7)：24-27.
[190]卢泰宏、周志民.基于品牌关系的品牌理论：研究模型及展望[J].商业经济与管理,2003(2)：4-9.
[191]卢晓艳.基于心理契约的会员卡顾客消费行为研究员[D].大连交通大学硕士论文,2008,12.
[192]李原.企业员工的心理契约.复旦大学出版社,2006：38-45.
[32]李原.心理契约违背的理论模型及其应用[J].经济与管理研究,2006,8：82-85.
[193]李原.员工心理契约的结构及相关因素研究[D].首都师范大学博士学位论文,2002,5.
[194]李进朝.顾客感知价值、顾客满意对品牌忠诚的影响研究[D].江西财经大学硕士论文,2009,12.
[195]卢庭瑞,万文海,冯江平.心理契约实证研究综述[J].管理科学文摘,2007,25(5)：101-105
[207]卢明.广州电信呼叫中心顾客满意度实证研究[D].广东工业大学硕士论文,2007,4.
[196]罗海成,范秀成.基于心理契约的关系营销机制：服务业实证研究[J].南开管理评论,2005,(6)：37-44.
[197]罗海成.服务业顾客忠诚研究[M].天津：南开大学出版社,2006.
[198]罗子明.消费者品牌忠诚度的构成及其测量[J].北京商学院学报,1999,2
[199]李忠宽.品牌忠诚的价值驱动模型团[J].商业经济与管理,2003,3.
[200]李怀祖.管理研究方法[M].西安交通大学出版社,2005年版.
[201]林青.顾客满意向顾客忠诚转换因素探讨[J],商业研究,2006.5
[202]刘周平.顾客满意与顾客忠诚研究的文献回顾[J],山东社会科学,2007.3
[203]梁云.顾客转换成本对市场竞争的影响[J].管理制度,2007,11.
[204]梁治平.法律的文化解释[M],三联书店,1998,5.
[205]梁治平.法意与人情[M],深圳海天出版社,1992,12.
[206]刘刚,拱晓波.顾客感知价值构成型测量模型的构建[J].经济纵横,2007(22)：131-133
[207]刘清峰.顾客满意和顾客忠诚中的消费情感因素研究[D].天津大学博士论文,2006,6.
[208]刘宇,顾客满意度测评[M],北京：社会科学文献出版社,2003.
[209]刘晓英,陈春花.心理契约补救[J].科技管理研究,2004,3(28)：112-113.
[210]龙玉祥.品牌塑造：企业与顾客心理契约构建[J].孝感学院学报,2005,25(2)：76-79.
[211]龙江.消费者心理契约的概念及类型[J].现代学术研究,2006,10：59-60.
[212]李军,朱文娟.论企业与消费者的心理契约[J].中国管理信息化,2006,9(9)：15-17.
[213]李敬强,徐会奇.基于心理契约的品牌建设研究[J].消费导刊,2007,12：22-23.
[214]黎小林,王海忠.消费者心理违约对品牌权益的影响机制研究[J].数理统计与管理,2008,11：979-989.
[215]李爱民.心理契约”概念引入现代管理的哲学反思[J].社会科学战线,2008,11,237-239.
[216]李仁玉,刘凯湘.契约观念与秩序创新[M],北京大学出版社,1993.
[217]吕旖旎.美容业顾客忠诚形成机制实证研究[D].东北大学硕士论文,2008,6.
[218]吕洪良.保健品的顾客信任前因和结果分析[D].浙江大学硕士论文.2006,4.
[219]穆琳.顾客感知价值模式研究[D].天津财经大学,2002,3.
[220]麦克尼尔.新社会契约论[M],中国政法大学出版社,1994.
[221]南剑飞.论顾客忠诚度的内涵、功能、构成及模型[J].质量管理,2004,(5)：14
[222]彭良平.顾客感知价值在品牌忠诚理论中的应用[D].武汉大学硕士学位论文,2005,5.
[223]彭川宇.知识员工心理契约与其态度行为关系研究[D].西南交通大学博士学位论文,2008,9.
[224]彭艳君.顾客参与量表的构建和研究[J].管理评论,2010,3：26-29.
[225]瞿艳平,程凯.心理契约的品牌关系研究[J].财经论丛,2010,9.
[226]饶品同.顾客满意、顾客信任与顾客忠诚关系研究[D].厦门大学硕士论文,2008,5.
[227]桑辉,井森顾.顾客转换成本与营销策略[J].当代财经,2006,10.
[228]孙丽辉.顾客满意理论研究[J].东北师大学报(哲学社会科学版),2003,(4)：18-23.
[229]孙启伟.商业领域顾客忠诚影响因素与未来行为意向研究[D].山东经济学院硕士论文,2010,5.
[230]王淑红.基于心理契约基础上的顾客满意管理[J].中南财经政法大学学报,2005,5：45-47.
[231]王静一.顾客心理契约的研究[J].江苏商论,2007,28(11)：49-53.
[232]王博.网络购物顾客感知价值与服务忠诚研究[D].重庆工商大学硕士论文,2008,4.
[233]汪涛、何昊.试论转换成本分类、测量及其对消费者的影响[J].外国经济与管理,2006(8)：21-25.
[234]温忠麟、侯杰泰和张雷.调节效应与中介效应的比较和应用[J].心理学报,2005,37(2)：268-274
[235]王兴.顾客感知价值而非顾客满意[J].科技创业月刊,2005(7)：58-59.
[236]王月兴、冯绍津.顾客忠诚的驱动因素及其作用[J].山东大学学报,2002,4：103-107.
[237]温忠麟,侯杰泰,马什赫伯特.结构方程模型检验：拟合指数与卡方准则[J].心理学报,2004,36(2)：186-194.
[238]万正峰,刘云华.西方的顾客忠诚研究及实践启示[]J.当代财经,2003,2：89-92.
[239]王琴.顾客行为的转移成本分析[J].上海管理科学,2002,1：43-45.
[249]王崇鲁、尹涛、吕廷杰,顾客满意度和顾客忠诚度关系研究[J],中国电子商情：通信市场,2004,10.
[241]王琴.利用情感需求提高顾客转移的心理成本[J].外国经济与管理,2001(9)：37-40.
[242]王德庆.契约、规范与乡村秩序-清代中后期陕南地区土地关系的实证研究[D].陕西师范大学硕士研究生论文,2003,7.
[243]王光宇.顾客忠诚的理论研究与实践探索[D].天津大学硕士论文,2007,1.
[244]王迎利.餐饮业顾客忠诚度的心理契约机制研究[D].石家庄经济学院硕士论文,2009,6.
[245]汪纯孝、韩小芸和温碧燕,顾客满意与忠诚感关系的实证研究[J].南开管理评论,2003(6)：70-74.
[246]吴东晓.基于顾客的饭店品牌价值影响因素的实证研究[J].南开管理评论 2003(1).45-54.
[247]吴跃斌.基于酒店业顾客忠诚驱动因素及机理实证研究[D].华中科技大学硕士论文,2006,10.
[248]魏峰等.国内外心理契约研究的新进展[J].管理科学学报,2005,8(5)：82-89.
[249]魏峰.组织—管理者心理契约违背研究[D].复旦大学博士论文,2004,4.
[250]魏农建.品牌管理：基于互动关系的管理节点[J].上海经济研究,2007,10:100-106.
[251]谢毅,彭泗清.消费者——品牌关系影响因素的探索性研究[J].2005年中国营销科学学术会议论文集,662—670.
[252]肖怿.电信运营商客户品牌关系的持续性研究[D].北京邮电大学硕士论文,2008,2.
[253]薛薇,SPSS统计分析方法及应用,北京：电子工业出版社,2004.
[254]徐鹏.零售业顾客忠诚度的模型研究与聚类挖掘[D].大连交通大学硕士论文,2008,12.
[255]徐伟青.基于感知转回价值的流失顾客赢回机制研究[D].浙江大学博士论文,2008,5.
[256]阳林.服务企业与顾客心理契约结构研究——一项基于银行业的实证研究[J].南开管理评论,2010,1：59-67.
[257]杨莉.基于心理契约违背的顾客抱怨行为研究[D].广东外语外贸大学硕士论文,2008,5.
[258]杨甲文.品牌个性、品牌信任与品牌忠诚的关系研究[D].西南大学硕士论文,2009,4.
[259]杨帆.服务品牌顾客信任影响因素研究[D].厦门大学硕士论文,2008,4.
[260]杨杰等.心理契约破裂与违背刍议[J].暨南学报：哲社版,2003(2)：58-64.
[261]余可发.本土关系营销情景中的消费者心理契约研究反思[J],企业活力,2010,9：37-40.
[262]余可发.消费者-品牌关系维系：基于心理契约视角[J],当代财经,2009,4：72-75.
[263]余可发.品牌竞争力生成体系研究,上海市经济管理干部学院学报[J],2009,2：43-47.
[264]余可发.品牌关系理论研究述评：视角、主题和核心观点,广西经济管理干部学院学报[J],2009,2：54-58.
[265]余可发,品牌竞争力结构维度及其测量研究[J],商业研究,2008,4：67-70.
[266]余可发,基于顾客价值优势的品牌竞争力分析[J],商业研究,2006、8：48-51.
[267]余园明,余伟萍,谭娟.顾客忠诚研究综述[J].技术与市场,2007,7：37-41.
[268]游士兵等.品牌关系中消费者心理契约的感知与测度[J].经济管理,2007(22)：30-35.
[269]杨国枢.中国人的社会取向：社会互动的观点,载杨国枢编《中国人的心理与行为》,桂冠图书股份有限公司,中国台北,1992.
[270]严浩仁,贾生华.顾客忠诚的基本驱动模型研究：以移动通信服务为例[J].经济管理,2005,(2)：42-46.
[271]严浩仁.顾客忠诚的影响因素及其作用机制[D].浙江大学博士论文,2004,10.
[272]严浩仁.服务业转换成本的形成机理和管理策略[J].商业经济与管理,2003,8：18-21.
[273]袁亚忠.顾客转换成本内涵及其启示[J].成本管理,2007,5：52-57.
[274]于春玲,郑晓明,孙燕军,赵平.品牌信任结构维度的探索性研究[J].南开管理评论,2004(2)：35-40.
[275]于洪彦.品牌忠诚度的构成及其测量[J],吉林大学社会科学学报,2003,(5)：112-117.
[276]袁登华等.品牌信任研究脉络及展望[J].心理科学,2007,30(2),434-437.
[277]袁登华,罗嗣明,李游.品牌信任结构及其测量研究[J].心理学探新,2007,(9),216-218.
[278]杨龙,王永贵.顾客价值及其驱动因素剖析[J].管理世界,2002(6)：67-79.
[279]杨桂云.品牌信任及与品牌忠诚关系的再探讨[D].硕士学位论文东华大学,
2002,6.
[280]杨桢.英美契约法论[M].北京大学出版社,1997：237-245.
[281]于坤章,袁金魁.转移障碍、顾客满意和顾客保持之信度与效度分析[J].现代管理科学,2005,9：68-69.
[282]占小军.服务员工工作满意度对服务质量的作用机理研究[D].江西财经大学博士学位论文,2010,6：35-49.
[283]周志民.品牌关系评估研究范畴、视角探讨与展望[J].外国经济与管理,2005(1)：34-40.
[284]周志民.品牌关系指数模型研究：一个量表开发的视角[J].营销科学学报,2006(2)：24-40
[285]庄贵军.关系市场与关系营销组合：关系营销的一个理论模型[J],当代经济科学,2002,(3)：36-38
[286]周志民,卢泰宏. 广义品牌关系结构研究[J].中国工业经济,2004(11)：98-105
[287]周志民,张晓生.消费价值、品牌关系型态与品牌忠诚的关系研究[J].深圳大学学报(人文社会科学版),2008,(3)：80-84
[288]周东睿.移动通信行业顾客忠诚及其决定因素的研究[D].华侨大学硕士论文,2009,1.
[289]周潇潇.大型超市的顾客信任及其对顾客忠诚的影响研究[D].暨南大学硕士论文,2009,5.
[290]朱学红.研究型大学创新团队心理契约研究[D].中南大学博士论文,2008.
[291]庄贵军,席酉民.关系营销在中国的文化基础[J].管理世界,2003(10)
[292]张维迎.信息、信任与法律[M].北京：生活·读书·新知三联书店,2003.
[293]庄耀嘉、杨国枢.角色规范的认知结构[C].本土心理学研究：中国人的思维方式,1997,7.
[294]翟学伟.中国人际关系的特质-本土的概念及其模式[J].社会学研究,1993,(4)：74-83.
[295]詹姆斯·科尔曼.社会理论的基础[M].邓方译.北京：社会科学文献出版社,1990：107-109.
[296]张超.基于SEM的移动通信企业顾客抱怨与顾客忠诚相关性研究[D].南京理工大学硕士论文,2009,5.
[297]张新安,田澎,上海顾客满意度指数模型及其稳健性研究,管理工程学报,2005(3)：47-51.
[298]张新安、田澎、朱国锋.感知实绩、顾客满意与顾客忠诚—微观层次上的审视[J].南开管理评论,2003(5)：46-51.
[299]张新安等.顾客满意与顾客忠诚之间关系的实证研究[J],管理科学学报,2007,8.
[300]张缨.信任、契约及其规制—转型期中国企业间信任关系及结构重组研究[D],中国社会科学院博士研究生论文,2001.
[301]张珍.品牌信任对消费者品牌选择的影响研究[D],江西师范大学硕士论文,2008,5.
[302]赵晓晓.网络购物顾客转换成本影响因素研究[D],浙江工商大学硕士论文,2008,12.