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Breach of psychological contract and compensation in cases of failure of online shopping service

Issa, Mustafa Rashid (2015) Breach of psychological contract and compensation in cases of failure of online shopping service. Mediterranean Journal of Social Sciences, 6 (4). pp. 516-522. ISSN 2039-9340

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Abstract

More and more researchers are now attracting and paying attention towards the notion of psychological contract in the relationship of marketing.This study suggests that the compensation of a psychological contract for online customers was associated to the class of individual value orientation of customers and breach of psychological contract.139 respondents participated in the experiment that belongs to the Chinese university. Results of the study revealed that interaction effect of breach type on trust compensation and individual value orientation was highly significant. When breach is driven by ability, then, for cooperative individuals, compensation will be more useful for repairing trust, whereas more useful and effective in case of non-cooperative individuals when integrity is a sole reason of breach. Findings and results have great implications for improving service quality and making marketing strategies. © 2015, Mediterranean Center of Social and Educational Research. All rights reserved.

Item Type: Article
Uncontrolled Keywords: Psychological Contract, Compensation, Breach, Online Customers, Trust
Subjects: K Law > K Law (General)
Divisions: School of Law
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 22 Sep 2016 07:39
Last Modified: 22 Sep 2016 07:39
URI: https://repo.uum.edu.my/id/eprint/18646

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