Research Of Impact On Customer’s Attitude To Vehicle Recall

During2008, Toyota overstepped GM and became the biggest automobilemanufacturer of the whole world. However, due to the “Recall Scandal”, Toyotasuffered tremendous economic losses and crisis of customer’s attitude. According tothe2010Global best brand top100list the Interbrand published, Toyota’s brandequity fell more than20%because of the “Recall Scandal”, from3,133,000,000$to2,582,000,000$. On the contrary, in the1990s, Chrysler take his responsibility andrecall vehicle according to his own mind. When the news was known by public, thecustomer’s attitude went up and his brand equity increased by20%. Both wereproduct recalls, but the customer’s attitude is totally different. Accordingly, what isthe relationship between product recall and customer’s attitude?First and foremost, this research is based on retrospect of previous cases anddivided these cases into voluntary recall and passive recall. In addition, based on theknown theory, customer’s attitude can be divided into cognitive customer’s attitude,motional customer’s attitude and decisive customer’s attitude. Last but not lest, weregard consumer expectation as adjustive variation and analyze cognitive customer’sattitude, motional customer’s attitude and decisive customer’s attitude quantitatively.This research is based on the theory of product recall, brand and brand attitudeand take lots of vehicle recall as analyzing cases. As to these reasons, we come upwith ten hypothesis. According to test method and questionnaire, we support and denyseveralhypothesis. The result is explained and we come up with some reality hints andexpectation.