A Study On The Impact Mechanism Of Enterprise Coping Strategies On Consumer Responsibility Attribution In The Background Of Product Crisis

Since the reform and opening up of China, we have experienced a rapid development of macro-economy and commodity economy. Associated with the development, a series of enterprise product crisis broke, producing a damage to the whole society. For the enterprises, the product crises will bring to it negative effects such as increased financial costs, the declining of sales, failure of marketing tools and the decreasing of corporate brand assets. For the customers, the crisis may cause significant loss of their life and property. Now days, with the prevalence of relationship marketing, enterprises pay more and more attention to the relationship with their consumers, trying to retain their existing customers by keeping customers satisfied. The benefits of customer retention is cumulative, long-term. So it is important to conduct researches on product crisis response strategy and consumer’s attribution of responsibility under relationship-oriented background.In this paper, we find that under the circumstance of product crisis, consumers, with different loyalty or different brand relationship quality, will have a different attribution of responsibility on the product crisis, by using of experimental research methods, Besides, this paper also do some research on subsequent behavior of the customers with different loyalty or under different brand relationship quality after the attribution process, such as consumers repurchasing intent and word of mouth. At the end of the article, the paper gives recommendations and opinions for the crisis management and hope that it gives some guidance for the enterprises to deal with the crisis.