Effects of Perceived Psychological Contract on Commitment and Citizenship Behavior for Service Marketing Agents

Purpose - The purpose of this study is to investigate the effects of service marketing agents’ psychological contract with the company on organizational commitment and organizational citizenship behavior. Research Design, Data, and Methodology - The antecedent variable of psychological contract, dependent variables of organizational commitment and citizenship behavior, and mediating variables of self-esteem, self-efficacy, and perceived organization support were used, based on precedent studies. Result - The psychological contract had a positive influence on self-esteem, self-efficacy, and organizational support. Moreover, self-efficacy and organizational support had an influence on commitment, while self-esteem, self-efficacy, and organizational support influenced organizational citizenship behavior. In addition, the results relating to mediated effects showed that only self-esteem had no mediated effect between contract and commitment. Conclusions - The call centers are asked to let the agents cognize an affirmative psychological contract. Further, the call centers are asked to produce an organizational atmosphere to let agents increase motivation factors. Finally, agents should develop them at personal levels to cognize organizational support affirmatively and to keep mutually beneficial contracts between call centers and agents.