A Study of the Role of Psychological Contract in the Interaction between Consumer Loyalty and Brand Satisfaction: A Case of Starbucks

Abstract

In nowadays market, most consumers choose downgrades consumption and also faced globalization of competition. Therefore, customer satisfaction with the brand become the most important factor of enterprise development. Consumer loyalty is the preference and repetitive purchasing behavior that consumers maintain for a specific brand for a long period of time. Customer satisfaction refers to a major concept in the field of marketing and consumer behavior. This essay will divided psychological contract into experience marketing, Starbucks rewards card strategy, brand responsibility degree to analyze. Research shows that experience marketing, Starbucks rewards card strategy, brand responsibility degree would be a big factor to influence the customer satisfaction. Also, higher in customer satisfaction, higher in consumer loyalty. Hence, explore the influence of psychological contract on brand satisfaction and then influence consumer loyalty to play a mediating role. Therefore, it is reasonable suggestions can be put forward for brand marketing by analyzing different kind of psychological contracts which been used.