Research On Impact Of Corporate Response To Consumer Brand Loyalty After Defensible Product Harm Crisis

Due to the influence of various internal factors and external factors such as the policies, product quality problems, mismanagement problems, the enterprises always encounter the product harm crisis inevitably during the development of the enterprises. As the product harm crisis involves the product defect or potential safety hazards, each eruption will draw wide attention of consumers, businesses and the news media. Some research pointed out that the product harm crisis may lead to the decreasing of company sale, and their competitors will make use of this opportunity to make them uncompetitive. Finally, this led to the inefficiency of marketing strategy. Therefore, when the product harm crisis of enterprises really come, it’s important to know that what measures to take could avoid the loss of loyalty consumers, and how to perfect the corporate culture and public relations in crisis for most companies.In order to estimate the damage level of each crisis policies brings to the consumers and business, this thesis will take the consumer brand loyalty as a dependent variable. On the other hand the consumers’manner and behavior are based on self-awareness, so we take the risk perception and quality perception as the intermediate variables in the impact process. First, based on collection of relevant documents, integrating distinct theories of distinct variable, we construct a theoretical model that the corporate response strategies have an impact on the consumer brand loyalty. Secondly, we use pre-simulation to modify the questionnaire. Finally, through a questionnaire survey method, we analyze the different effects of different response strategies on intermediate variables and dependent variables using factor analysis, one-way ANOVA etc, and make a conclusion to the experiment.In this thesis, the conclusions are as follows:(1) In the effect that different crisis policies bring on brand attitude loyalty and behavior loyalty, the Positive remedy-aside and ignored-defend against are different.(2) In analysis of the risk perception, there is no significant difference between confrontation and ignore excuse.(3) In analysis of the quality perception, a significant difference exists only between positive remediation and ignore.(4) There is significant relationship between perceived risk and perceived quality and brand loyalty. Through data analysis and comparison, we find that the positive remediation is the best strategy. However, instead of the defense against position when the companies do not respond in time or come across any other situations, to be ignored became the second best strategy as the consumers aware of corporate social responsibility.