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| W艺术培训机构顾客忠诚度影响因素研究
摘要：笔者分析了培训机构中的心理契约和顾客的忠诚性存在的相关性。也对信任于模型中产生的中介效果进行了检验。笔者通过定性以及定量结合的办法，对提出的假设进行了证明，也获得了结果。其结论为：不管是交易还是关系心理契约，都会于顾客的行为以及态度的忠诚性上产生一定的作用。在模型里，顾客的信任程度发挥着一些中介的效果。根据研究结论对W艺术培训机构提出了管理对策。
关键词：心理契约，顾客忠诚，顾客信任，培训机构
Study on Influencing Factors of Customer Loyalty in W Art Training Institution
Abstract：This paper studies the relationship between psychological contract and customerloyalty in training institutions and verifies the mediating role of trust in the model. This paper uses a combination of qualitative research and quantitativeresearch to verify the hypotheses of the paper and get the final results. The main conclusions are as follows: transaction psychological contract and relationship psychological contract will have a significant impact on customer behavioral loyaltyand attitudinal loyalty, and customer trust plays a partial mediating role in the model. According to the research conclusion,the paper puts forward some management countermeasures for W art training institution.
Keywords: psychological contract, customer loyalty, customer trust, training institutions
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