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Research Article

Psychological Contract Structure of Banks and Credit Customers Based on the Empirical Study of Banking Industry in Jiangxi Province

Hui Yang and Huisan Fu
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Based on six banks including two state-owned commercial banks, two large joint-stock banks and two small medium-sized commercial banks and the survey data of credit customers, this article investigates the marketing channels of commercial bank credit between customers and banks in the bilateral structure of psychological contract dimension problem and we choose the banking industry in Jiangxi province as the investigation object. Using SPSS statistical analysis software, through the exploratory factor analysis and confirmatory factor analysis, we confirm that the psychological contract between bank and credit customers are constituted by the two dimensional structures of "relational psychological contract" and "transactional psychological contract". Simultaneously we have analyzed different connotation of the bank to the customer's psychological contract and customer of psychological contract, providing useful guidance to the bank credit marketing channel management and customer relationship management.

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  How to cite this article:

Hui Yang and Huisan Fu , 2013. Psychological Contract Structure of Banks and Credit Customers Based on the Empirical Study of Banking Industry in Jiangxi Province. Journal of Applied Sciences, 13: 3431-3434.

DOI: 10.3923/jas.2013.3431.3434


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