The Relationship between Customer-to-customer Interaction, Psychological Contract and Community Loyalty in Brand Community
ZHAO Jian-bin1, JING Feng-jie2, YU Ying1
(1.School of Management, Huazhong University of Science and Technology, Wuhan 430074, China; 2.School of Business, East China University of Science and Technology, Shanghai 200237, China)
Abstract From the view of moral responsibility, authors consider that psychological contract exist between customers and are affected by C2C interactions, thereby also affecting the brand community loyalty of the customers. Several motorist clubs were employed as the research object. The paper adopt structural equation model. The result suggests that the psychological contract between brand community members is a three-dimensional structure and plays a mediating role in the influence of customer-to-customer interaction on the community loyalty,within which the transactional psychological contract play an partially mediating role in the impact of social interaction on the brand community loyalty. Transactional, relational and ethical psychological contract play a partially mediating role in the impact of information interaction on the brand community loyalty.
DIAO Jian-Ban,JING Feng-Jie,TU Ying. The Relationship between Customer-to-customer Interaction, Psychological Contract and Community Loyalty in Brand Community . Economic Survey, 2015, 32(3): 096.
2015, Vol. 32 
