产品伤害危机下企业声誉对消费者满意度及公民行为影响的实证研究

An empirical study of the impact of corporate reputation on customer satisfaction and citizenship behavior in product-harm crisis

本文在考察产品伤害危机中消费者对企业危机处理行为的满意度与消费者公民行为之间逻辑关系的基础上,引入企业声誉、风险感知作为前因变量,应用结构方程模型构建和验证了危机情境下消费者满意度和消费者行为反应的概念模型。针对2014年一汽大众汽车召回事件进行了案例研究,数据分析结果发现:企业社会责任声誉、企业能力声誉和风险感知能够显著影响消费者满意度;消费者对处理措施较满意的企业有较高的公民行为意向,此外,仅仅社会责任声誉就可以缓解消费者风险感知。

This paper explores how to maintain customer citizenship behavior after product-harm crisis through a casestudy of the Fall-Volkswagen automobile recall in 2014. We first study the relationship between customer satis-faction with corporate crisis response and their citizenship behavior in the product-harm crisis,then develop andtest a conceptual model of customer satisfaction and behavioral response by means of the Structural EquationMode(lSEM)with corporate reputation and risk perception as the antecedent variable. The results show that thereputation of corporate social responsibility,corporate capacity and risk perception all have a significant effect oncustomer satisfaction,customer who are more satisfied with corporate response have a greater likelihood of citi-zenship behavior,and that the reputation of corporate social responsibility can affect the risk perception of cus-tomer.