Research on the dimensions of organization responsibility in customer psychological contract

Since it is difficult to identify customer implicit demands in customer retention strategies, psychological contract theory provides a new perspective to identify them. Under the "win-win" principle, with psychological contract theory, this paper revealed customer\´s perceived organization responsibility, information environment and the basis of cognitive beliefs. Then according to previous research findings, we summarized the elements of organization responsibility in customer psychological contract. In addition, the corresponding questionnaires on organization responsibility were designed. Taking hairdressing, glass and airline as the backgrounds, by data analysis, the empirical research proved the four-dimensional structure of organization responsibility, i.e., service standard, service fairness, interpersonal communication and symbiosis development. Finally, differences of organization responsibility strengths in these three industries were analyzed.