Research On Brand Crisis Repairability :The Effect Of Social Customer Relationship Management Sensation

Currently companies have entered a phase of normalization of crises both at home and abroad. The explosion of brand crisis has almost become a necessary experience for the growth of enterprises. As to academic circles and the practice in business, the research of brand crisis is extremely essential. This passage is based on the related research of repairability and some research results on brand crisis, establishing a model about the impact of social customer relationship management on crisis repairability. This passage also states the moderations of brand crisis and customer psychological contact, brand crisis includes two types – one is related to performance, the other is related to values. The repairability of brand crisis can be measured by customers’ re-purchase intention and consumer-company identification.Taking different statistical approaches such as analysis of variance to test 329 samples among four experimental groups,results indicate that there is a positive correlation between social customer relationship management related to ethics and its repairability, namely, high social customer relationship management has stronger repairability. Besides, brand crisis acts as a significant moderator for the relation between social customer relationship management and its repairability. In the case of brand crisis related to values, high social customer relationship management has weaker repairability than low social customer relationship management, and in the case of brand crisis related to performance, there’s no difference effect between different level social customer relationship managementEnterprises should enhance their culture construction and moral responsibility, avoiding brand crisis related to values. In addition, enterprises should build a social customer relationship management system to enhance the repairability of brand crisis once it happens inevitably.