Nowadays belief in the criteria and conditions of interactions with an organization to promote customer relationships is somehow tied to organizational performance and its final goal is of great importance. In the literature on organizational behavior, this belief is defined as ‘psychological contract’. The intention of this mixed research is the identification and discovery of the contents of psychological contracts within ‘relationship marketing’ between customers and banks. In the first run, qualitative research with a phenomenological approach was used to study customers’ experiences about psychological contracts. The output of this phase was an assessment of psychological contracts within relationship marketing in the form of a questionnaire. Later on, the questionnaires were gathered, and the data were 'factor analyzed' by Lisrel. The results showed a fundamental understanding of the types of psychological contracts in the context of a relationship between a bank and its customers. Marketing policies with regard to the terms extracted from a kind of psychological contract in the study provided local and advanced results.
کلید واژگان :Psychological Contracts, Relationship Marketing, Relational Contracts, Transactional Contracts, Communal Contracts.
ارزش ریالی : 600000 ریال
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