기업위기에 대한 인식이 기업이미지와 만족도에 미치는 영향 : 부정적 정서와 위험 인식의 매개역할을 중심으로

Abstract

The competitive nature of today's market for products and services of similar product differentiation competition(Kalligiannis, 2009), for corporate crisis are the core of the brand value conflict can suffer the biggest capacity(Hemus, 2010). In order to alleviate such enterprise losses in this study, but in fact than mitigation strategies, this study will focus on consumer response of the negative events related. In other words, it focuses on how consumers deal with crisis information. Therefore, this study examines the effect of perception about crisis type on corporate image and customer satisfaction through negative reaction of consumers. The results of this study are as follows. The first is the response to the integrity crisis. Consumers' perceptions about the corporate integrity crisis have positive effects on consumers' disappointment, anger, fear, and sensitivity. And the negative emotions of consumers' disappointment and anger have negative effects on corporate image, anger and sensitivity have negative effects on customer satisfaction. However, fear and sensitivity did not affect corporate image, disappointment and fear did not affect customer satisfaction. The second is the consumer response to the competence crisis. First, consumers' perceptions about the competence crisis have positive effects on consumers' anger, fear and sensitivity. Although it does not affect disappointment, it can be said to be directional. In addition, consumers' disappointment and sensitivity about the corporate have negative influences on the corporate image, and disappointment, anger and sensitivity have negative effects on customer satisfaction. Anger does not affect the corporate image, and fear does not affect corporate image and customer satisfaction. Through this study, the following implications can be obtained. First, the previous researches show that corresponding difference and controversy exist on the integrity crisis and the competence crisis. However, because the consumers deal with the problem through the dual path of both integrity crisis and professional crisis' negative emotions and risk perceptions, there is no relation of the crisis type, apologize is effective in this study. Consumers perceive fear of crisis, but they do not affect corporate image and customer satisfaction due to fear control behavior. Therefore, it is effective to cope with not only negative emotions but also perceived risks about corporate crises in the future.