A study of customers' bad behavior base on the psychological contract violation

Psychological contract has always been a hot topic in the researches of organizational behaviors. In recent years, scholars have started to introduce the concept of psychological contract into the context of marketing, reckoning that it exists not only in other fields of study but also marketing. This paper took catering services industry as our research object. Based on the review of literatures and questionnaire survey, we have verified in the structural equation model that the psychological contract between service enterprises and customers in marketing is constructed by transactional psychological contract and relational psychological contracts. On further discussion of the impact of service enterprises' psychological contract violation on customers' bad behavior., The results suggest that the influence of service enterprise psychological contract on customers' bad behavior entirely takes the customers' satisfaction as mediating variables. It offers new ways of thinking in reducing customers' bad behavior for service enterprises and it has significant practical and application value in the service enterprise customer relationship management.