Product Harm Crisis Recovery on Brand Attitude in Consumer Electronics Manufacturing Industry－The Moderating Role of Brand Experience

• Main Authors: LEE, HSIN-PEI, 李欣霈
• Other Authors: CHIA, KAI-CHIEH
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/768w5q

碩士 === 東吳大學 === 企業管理學系 === 105 === As technology improves every day, new developments have constantly infiltrated our lives. The market has become more intense because of the frequency that enterprises launched their products. Although enterprises had improved the quality of products as well as to the brand image to attract its customer, however, many companies are still facing the crisis. Due to those brand damage events, the reputation of the brand could break down overnight. How to provide the best remedy to make up for customers at the right time in order to save the damaged goodwill or to maintain customers brand attitude and royalty is a subject worthwhile a discussion. In August 2016, Samsung Electronics, this almost a hundred-year funded worldwide based corporation, has faced the biggest challenge ever. The new launched mobile phone which was considered as Samsung's annual diamond product called Galaxy Note 7, it has exploded by battery problem. In the day of the listing, there were actually not only one but many new phones spontaneous combustion caused by the battery overheating. The design of this paper is based on the Samsung mobile phone explosion. Through the scenario simulations, this paper is going to explore whether the different remedies will affect remedy results or brand's attitude. Furthermore, this paper is targeting at understanding in what remediation, customer would feel the most satisfactory after the service recovery in different crisis situations. Overall, the results have indicated that customers would not blame at enterprises when crisis incident belongs to external attributions. Meanwhile, it would be better if enterprises have also assisted customers for returned to the status before the error. By contrast, when crisis incident belongs to internal attributions, both customer satisfaction and perceived justice have significantly plunged no matter enterprises provided what service recovery methods. At this time, enterprises need to provide compensate. The result also shows that branding experience has moderating effect between crisis incidents and service recovery. After the recovery, customer satisfaction and perceived justice have outstanding positive effects on brand attitude.