第1章绪论·····················································································································1 1.1研究背景·················································································································1 1.1.1理论背景··········································································································1 1.1.2现实背景··········································································································2 1.2研究意义·················································································································3 1.2.1理论意义··········································································································3 1.2.2现实意义··········································································································3 1.3研究现状·················································································································4 1.3.1心理契约的研究现状······················································································4 1.3.2客户心理契约的研究现状··············································································7 1.3.3银行客户心理契约的研究现状······································································9 1.4研究内容与方法···································································································10 1.4.1研究内容········································································································10 1.4.2技术路线········································································································12 1.4.3研究方法········································································································12 第2章J银行客户心理契约的现状分析·····································································14 2.1J银行简介·············································································································14 2.1.1概况················································································································14 2.1.2发展历程········································································································14 2.1.3经营范围········································································································15 2.1.4企业荣誉········································································································16 2.2J银行客户情况·····································································································17 2.2.1客户结构········································································································18 2.2.2客户稳定性····································································································18 2.2.3客户关系········································································································18 2.3J银行客户心理契约现状·····················································································19 2.3.1差异化服务水平与客户个性化期望····························································19 2.3.2专业化服务水平与客户重视感期望····························································20 2.3.3技术应用水平与客户便捷化期望································································21 第3章J银行客户心理契约的实证研究·····································································22 3.1问卷编制···············································································································22 3.2数据收集···············································································································22 II 3.3结果分析···············································································································23 第4章银行客户心理契约的提升对策·······································································27 4.1交易型心理契约的提升对策···············································································27 4.1.1强化员工客户心理契约意识········································································27 4.1.2差异化服务——为特定客户提供更优质服务············································28 4.1.3发展专业化人才服务客户············································································28 4.2关系型心理契约的提升对策··················