Developing a framework for studying and evaluating the types of psychological contracts in the context of relationship marketing

Document Type : Research Paper


Faculty of Economic and Administrative Sciences, Ferdowsi University of Mashhad, Iran


Nowadays, belief in the criteria and conditions of interactions with an organization to promote customer relationships is somehow tied to the organizational performance, and its final goal is of great importance. In the literature on organizational behavior, this belief is defined as the “psychological contract”. The intention of this mixed research is to identify and discover the contents of psychological contracts within “relationship marketing” between customers and banks. In the first phase, qualitative research with a phenomenological approach was applied to study customers’ experiences about psychological contracts. In this phase, the psychological contracts within relationship marketing were assessed through a questionnaire. Next, the data from the questionnaires were “factor analyzed” by Lisrel. We noted 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 certain kind of psychological contract in the study provided local and advanced results.


Main Subjects

Article Title [Persian]

بسط چارچوبی برای مطالعه و بررسی انواع قراردادهای روان‌شناختی در بستر بازاریابی رابطه‌ای

Authors [Persian]

  • علیرضا رجبی پورمیبدی
  • سعید مرتضوی
  • آذر کفّاش‌پور
  • محمد لگزیان
دانشکده علوم اداری و اقتصادی دانشگاه فردوسی مشهد، مشهد، ایران
Abstract [Persian]

در دنیای امروز، باور فرد در مورد ضوابط و شرایط تعامل دوطرفه با سازمان‌ها، به‌منظور ارتقای روابط با مشتریان اهمیت بالایی دارد که به‌نوعی با عملکرد، همچنین با هدف نهایی هر سازمانی گره‌خورده است. در متون، این باور را قرارداد روان‌شناختی تعریف‌ کرده‌اند. هدف از اجرای این پژوهش ترکیبی، شناخت و کشف محتوای قراردادهای روان‌شناختی بین مردم و بانک‌ها در این راستاست. در بخش کیفی پژوهش با رویکردی پدیدارشناسانه تجارب مشتریان بانکی دولتی در ایران در مورد قراردادهای روان‌شناختی ثبت و مفهوم‌سازی شد. خروجی این مرحله ابزار ارزیابی انواع قراردادهای روان‌شناختی به شکل پرسشنامه بود. پس از جمع‌آوری پرسشنامه‌ها، داده‌ها با نرم‌افزار Lisrel تحلیل عاملی شد. نتایج حاکی از جایگاه بنیادین شناخت انواع قراردادهای روان‌شناختی در بستر بازاریابی رابطه‌ای بین بانک‌ها و مشتریان آن‌هاست. تدوین سیاست‌های بازاریابی با توجه به مفاد استخراج‌شدة انواع قراردادهای روان‌شناختی در این پژوهش راهکاری بومی و نوین ارائه خواهد داد.

Keywords [Persian]

  • بازاریابی رابطه‌ای
  • قراردادهای اشتراکی
  • قراردادهای تبادلی
  • قراردادهای رابطه‌ای
  • قراردادهای روان‌شناختی
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