this study sought to identify the nature of the types of psychological contracts in bilateral exchanges between customers and service organizations; because the psychological contract in a relationship marketing platform provides a useful framework for examining the relationship between customer relations, served organizations’ atmosphere, and the reactions and behavior of the parties. The purpose of this study was to explore the experience of a variety of psychological contracts in public banks’ customers. In this phenomenological study, data were collected from structured, individual and profound interviews with the number of customers in one of the public banks in Yazd province, and this selection was based on purposive sampling. The analysis was based on the proposed model of Colaizzi. The findings represent two main themes of triple psychological contracts of banks to clients and clients to banks. Results are corresponded by model proposed by Chiu et.al (2005) in relationship marketing and Donohue & Nelson’s model (2009) in organizational behavior.
کلید واژگان :Psychological Contracts, Relationship Marketing, Phenomenology, Communal Contract.
ارزش ریالی : 300000 ریال
با پرداخت الکترونیک