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Why does Customer Vote with Feet?—The Perspective of Psychological Contract Violation

DOI: 10.12677/MOM.2021.112003, PP. 15-25

Keywords: 顾客转换行为,心理契约违背,顾客流失
Customer Switching Behavior
, Psychological Contract Violation, Customer Loss

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The immediate cause of service firm customer loss is that customer votes with feet, also called customer switching behavior. The trouble of off-line catering industry is especially evident because of the appearance of those E-commerce platforms. This article is trying to explain and discuss the phenomenon from the angle of psychological contract violation. Hope that the findings of this article can provide some theoretical reference to help service firm reduce their customer loss and win market.


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