Abstract：With image theory, from the individual perspective, the paper analyzes customers’ cognitive process on business responsibility and cognitive changes in image characteristics during the relationship building period. Then business responsibility forming model is built and assumptions are proposed. Taking airline service as the experimental background, the study proves the assumptions and then discovers two sets of elements impacting on customer’s cognition of business responsibility. The results are discussed and managerial implications helped businesses to make commitment timely and develop relevant marketing strategies effectively.
万映红,岳英,胡万平. 基于映像理论视角的顾客心理契约中
商家“责任”认知机理研究[J]. J4, 2013, 10(1): 110-.
WAN Yinghong,YUE Ying,HU Wanping. Cognitive Mechanism of Business Responsibility in Customer Psychological Contract：
Based on Image Theory. J4, 2013, 10(1): 110-.
2013, Vol. 10 
