品牌危机可修复性研究：社会化客户关系管理感知的影响
发布时间：2018-09-07 16:13
【摘要】：现今无论国内外都已经进入危机常态化阶段,品牌危机的爆发几乎成为企业成长过程中的必然经历,对学术界和企业实践而言,关于品牌危机的研究是十分必要的。本文基于可修复性相关研究和品牌危机研究成果,构建了品牌危机情境下,社会化客户关系管理对品牌危机可修复性的影响模型,阐述了社会化客户关系管理对品牌危机可修复性的影响,以及品牌危机类型和消费者心理契约感知对它们的调节作用,其中品牌危机类型分为与绩效相关的品牌危机和与价值观相关的品牌危机,品牌危机可修复性通过消费者再购买意愿和消费者—企业认同两个维度进行测量。本研究主要运用方差分析等统计方法对四个实验组的329份样本数据进行检验。结果表明社会化客户关系管理与品牌危机可修复性呈现显著的正向关系,即高水平的社会化客户关系管理,相比低水平的社会化客户关系管理具有更高的品牌危机可修复性。此外,品牌危机类型对社会化客户关系管理与品牌危机可修复性之间的关系有显著的调节作用,在与价值观相关的品牌危机情境下,社会化客户关系管理对品牌危机可修复性具有显著负向影响;在与绩效相关的品牌危机情境下,不同水平社会化客户关系管理对品牌危机可修复性没有显著差别。此外,品牌危机类型与消费者心理契约感知的交互变量同样存在调节作用。企业在日常管理中需要积极、主动构建社会化客户关系管理体系,逐步提升社会化客户关系管理水平,一旦发生品牌危机,将有效提高品牌危机可修复性,此外需要提高对企业文化建设,增强企业道德、责任水平,避免发生与价值观相关的品牌危机,否则会获得较低的品牌危机可修复性。
[Abstract]:Nowadays, both at home and abroad have entered the stage of crisis normalization, the outbreak of brand crisis has almost become an inevitable experience in the process of enterprise growth, for the academic and corporate practice, the research on brand crisis is very necessary. Based on the research results of repairability and brand crisis, this paper constructs a model of the impact of socialized customer relationship management on brand crisis repairability in the context of brand crisis. This paper expounds the influence of socialized customer relationship management on the repairability of brand crisis, as well as the moderating effect of brand crisis type and consumer psychological contract perception on them. The type of brand crisis is divided into performance-related brand crisis and value-related brand crisis. Brand crisis remediability is measured by consumer repurchase willingness and consumer-business identity. In this study, 329 samples of four experimental groups were tested by ANOVA and other statistical methods. The results show that there is a significant positive relationship between socialized customer relationship management and brand crisis repairability, that is, the high level of social customer relationship management has higher brand crisis repairable than the low level of social customer relationship management. In addition, brand crisis types play a significant role in regulating the relationship between socialized customer relationship management and brand crisis repairability. Social customer relationship management has a significant negative impact on brand crisis repairability, and there is no significant difference between different levels of social customer relationship management on brand crisis repairability in the context of brand crisis related to performance. In addition, the type of brand crisis and consumer psychological contract perception of interaction variables also have a regulatory role. In daily management, enterprises should take the initiative to build a socialized customer relationship management system and gradually improve the level of socialized customer relationship management. Once a brand crisis occurs, it will effectively improve the reparability of the brand crisis. In addition, it is necessary to improve the construction of corporate culture, strengthen the level of corporate morality and responsibility, and avoid the brand crisis related to values, otherwise, we will get lower brand crisis repairable.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2
本文编号：2228756
[Abstract]:Nowadays, both at home and abroad have entered the stage of crisis normalization, the outbreak of brand crisis has almost become an inevitable experience in the process of enterprise growth, for the academic and corporate practice, the research on brand crisis is very necessary. Based on the research results of repairability and brand crisis, this paper constructs a model of the impact of socialized customer relationship management on brand crisis repairability in the context of brand crisis. This paper expounds the influence of socialized customer relationship management on the repairability of brand crisis, as well as the moderating effect of brand crisis type and consumer psychological contract perception on them. The type of brand crisis is divided into performance-related brand crisis and value-related brand crisis. Brand crisis remediability is measured by consumer repurchase willingness and consumer-business identity. In this study, 329 samples of four experimental groups were tested by ANOVA and other statistical methods. The results show that there is a significant positive relationship between socialized customer relationship management and brand crisis repairability, that is, the high level of social customer relationship management has higher brand crisis repairable than the low level of social customer relationship management. In addition, brand crisis types play a significant role in regulating the relationship between socialized customer relationship management and brand crisis repairability. Social customer relationship management has a significant negative impact on brand crisis repairability, and there is no significant difference between different levels of social customer relationship management on brand crisis repairability in the context of brand crisis related to performance. In addition, the type of brand crisis and consumer psychological contract perception of interaction variables also have a regulatory role. In daily management, enterprises should take the initiative to build a socialized customer relationship management system and gradually improve the level of socialized customer relationship management. Once a brand crisis occurs, it will effectively improve the reparability of the brand crisis. In addition, it is necessary to improve the construction of corporate culture, strengthen the level of corporate morality and responsibility, and avoid the brand crisis related to values, otherwise, we will get lower brand crisis repairable.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2
【参考文献】
相关期刊论文 前1条
1 上官艳秋;陈安;倪慧荟;;突发事件应急管理中的“可挽救性”度量评价模型研究[J];中国软科学;2009年09期
，本文编号：2228756
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