Product Harm Crisis Recovery on Brand Attitude in Consumer Electronics Manufacturing Industry-The Moderating Role of Brand Experience
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 t...
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ndltd-TW-105SCU001210522019-05-15T23:25:04Z http://ndltd.ncl.edu.tw/handle/768w5q Product Harm Crisis Recovery on Brand Attitude in Consumer Electronics Manufacturing Industry-The Moderating Role of Brand Experience 3C消費性電子產品製造業危機補救方法對品牌態度之影響-以家族品牌使用經驗為干擾變數 LEE, HSIN-PEI 李欣霈 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. CHIA, KAI-CHIEH 賈凱傑 2017 學位論文 ; thesis 107 zh-TW |
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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.
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author2 |
CHIA, KAI-CHIEH |
author_facet |
CHIA, KAI-CHIEH LEE, HSIN-PEI 李欣霈 |
author |
LEE, HSIN-PEI 李欣霈 |
spellingShingle |
LEE, HSIN-PEI 李欣霈 Product Harm Crisis Recovery on Brand Attitude in Consumer Electronics Manufacturing Industry-The Moderating Role of Brand Experience |
author_sort |
LEE, HSIN-PEI |
title |
Product Harm Crisis Recovery on Brand Attitude in Consumer Electronics Manufacturing Industry-The Moderating Role of Brand Experience |
title_short |
Product Harm Crisis Recovery on Brand Attitude in Consumer Electronics Manufacturing Industry-The Moderating Role of Brand Experience |
title_full |
Product Harm Crisis Recovery on Brand Attitude in Consumer Electronics Manufacturing Industry-The Moderating Role of Brand Experience |
title_fullStr |
Product Harm Crisis Recovery on Brand Attitude in Consumer Electronics Manufacturing Industry-The Moderating Role of Brand Experience |
title_full_unstemmed |
Product Harm Crisis Recovery on Brand Attitude in Consumer Electronics Manufacturing Industry-The Moderating Role of Brand Experience |
title_sort |
product harm crisis recovery on brand attitude in consumer electronics manufacturing industry-the moderating role of brand experience |
publishDate |
2017 |
url |
http://ndltd.ncl.edu.tw/handle/768w5q |
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