The Effect of Marketing Culture and Customer Psychological Contracts on Customer Affective Commitment

Abstract

The purpose of this study is to investigate the effect of marketing culture on customer affective commitment as well as to introduce the relational psychological contract as a mediator. Data were gathered from a convenience sample using a questionnaire (380). It was analyzed using confirmatory factor analysis and structural equation model. The findings demonstrated that there was a significant effect of marketing culture on a relational psychological contract. Second, the study concluded that there was a significant relationship between the relational psychological contract and a customer affective commitment. Third, it found mediation of a relational psychological contract on the relationship between marketing culture and a customer affective commitment. This study contributes to the field of relational psychological contract in marketing management.