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The Employee Experience by Kerry Patterson, Matthew Wride, Tracy Maylett

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APPENDIXComparing the Three Contracts: Brand, Transactional, and Psychological

Brand Contract Transactional Contract Psychological Contract
  • Both intentionally and unintentionally generated; while we may want to be in control of this, we often are not
  • Image-focused; based primarily on perception
  • Can be greatly influenced by others who are not part of the relationship
  • Fluid and changing, can swing based on the involvement and input of others
  • Relies heavily on the past; little intentional anticipatory effect (not intended to anticipate future potential actions)
  • Is often developed before the formal relationship begins
  • Is the reason why we are attracted by and to the relationship
  • Adjusted based on ongoing experiences; all parties expect this contract to be renegotiated over time
  • Focused on short-term exchanges and specific cases; quid-pro-quo
  • Explicit (but not always written); agreed upon by all parties with an attempt to minimize misinterpretation
  • Promissory: Based on an exchange of reciprocal bilateral commitments
  • Compliance-focused; breaches are closely monitored by both sides
  • The default setting: If there is ever a problem, we revert back to the transactional contact
  • Intended to bind parties together through preserving mutual interests
  • Inclusive: Considers both parties’ wants and needs
  • Intentional, tangible, and quantifiable
  • Emphasizes fairness of the procedural outcome and equality
  • Breaches are mutually understood and identifiable; renegotiated through agreement ...

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