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| Cognitive Mechanism of Business Responsibility in Customer Psychological Contract：
Based on Image Theory |
| WAN Yinghong,YUE Ying,HU Wanping |
| Xi’an Jiaotong University, Xi’an, China |
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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.
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Received: 01 June 2011
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2013, Vol. 10 
