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• W3128609712 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." @default.
• W3128609712 created "2021-02-15" @default.
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• W3128609712 date "2021-10-04" @default.
• W3128609712 modified "2023-10-07" @default.
• W3128609712 title "The Effect of Marketing Culture and Customer Psychological Contracts on Customer Affective Commitment" @default.
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• W3128609712 doi "https://doi.org/10.55562/jrucs.v44i1.138" @default.
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