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基于心理契约的服务品牌模型构建 被引量:5

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摘要 服务业的快速发展,使得品牌成为企业差异化竞争优势的新来源。品牌是一个以顾客为中心的概念,其本质是企业与顾客之间无形的心理契约。研究心理契约对服务品牌构建的影响,具有重要理论和实践意义。在对现有研究成果进行历史性回顾的基础上,阐述了基于心理契约的服务品牌构建模型,然后探讨了通过塑造心理契约来创建服务品牌的策略。
作者 杨魁 张怀林
出处 《商业研究》 CSSCI 北大核心 2010年第4期174-179,共6页 Commercial Research
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参考文献31

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二级参考文献201

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