Research on the Psychological Contract between Real Estate Agents and Clients from the Perspective of Customer Relationship Lifecycle

As an intermediary in housing transactions, the realization of a real estate agent's transaction depends largely on the long-term and sustainable relationship between the broker and the customer.Based on communication interviews and literature analysis, this study designed a scale of customer psychological contracts in the context of relationships between the broker and the client.By analyzing reliability and validity, confirmatory factors, and exploratory factors, the feasibility of the scale is verified, and the average value of the data was analyzed to explore the differences in the structure of psychological contracts during the relationship life cycle.The research finds that the psychological contract between customers and real estate agents includes three dimensions; "relationship development, transaction norms, and service fairness"; The customer psychological contract gradually strengthens in the relationship cycle; Among all stages, the responsibility for relationship development is the highest perceived by customers, followed by a stronger perception of service fairness during the exploration and maturity stages, and a stronger perception of transaction norms during the formation stage.