Understanding the content of the psychological contract types in the context of relationship marketing and determining their dominance

This study sought to identify the nature of the types of psychological contracts between customers and public banks. In this regard، by using the phenomenological approach، data from structured interviews، in-depth individual and with the number of customers، one of the public banks in Yazd province، the purposeful sampling، were collected. For data analysis، coding model، «Colaizzi» was used. The findings suggest that there are three kinds of psychological contract involve the transactional، relational and communal in the mutual commitment customers and the bank. From the perspective of customers in selected state banks، dominance of Psychological contracts in the Iran''s public banks، mostly in the form of relational and then the transactional and communal. Dominance of relational Psychological contracts increased and dominance of transactional Psychological contracts Reduced by increasing of experiences in customer relationships.