Research on the influence and intervention of brand psychological contract violation on customer loyalty

This paper is to analyze service brand and psychological contract violation's influence on customer loyalty based on research achievement of psychological contract and customer loyalty at home and abroad, using the typical representative of catering industry, KFC, as the study subject. By defining brand psychological contract under marketing situation, it also studies the intervention effect of brand crisis management on customer perception. The empirical result provides reference and theoretical inspiration for the customer relationship management strategy of service enterprises in China under the background of globalization.