【摘要】：現(xiàn)今無論國內(nèi)外都已經(jīng)進入危機常態(tài)化階段,品牌危機的爆發(fā)幾乎成為企業(yè)成長過程中的必然經(jīng)歷,對學(xué)術(shù)界和企業(yè)實踐而言,關(guān)于品牌危機的研究是十分必要的。本文基于可修復(fù)性相關(guān)研究和品牌危機研究成果,構(gòu)建了品牌危機情境下,社會化客戶關(guān)系管理對品牌危機可修復(fù)性的影響模型,闡述了社會化客戶關(guān)系管理對品牌危機可修復(fù)性的影響,以及品牌危機類型和消費者心理契約感知對它們的調(diào)節(jié)作用,其中品牌危機類型分為與績效相關(guān)的品牌危機和與價值觀相關(guān)的品牌危機,品牌危機可修復(fù)性通過消費者再購買意愿和消費者—企業(yè)認同兩個維度進行測量。本研究主要運用方差分析等統(tǒng)計方法對四個實驗組的329份樣本數(shù)據(jù)進行檢驗。結(jié)果表明社會化客戶關(guān)系管理與品牌危機可修復(fù)性呈現(xiàn)顯著的正向關(guān)系,即高水平的社會化客戶關(guān)系管理,相比低水平的社會化客戶關(guān)系管理具有更高的品牌危機可修復(fù)性。此外,品牌危機類型對社會化客戶關(guān)系管理與品牌危機可修復(fù)性之間的關(guān)系有顯著的調(diào)節(jié)作用,在與價值觀相關(guān)的品牌危機情境下,社會化客戶關(guān)系管理對品牌危機可修復(fù)性具有顯著負向影響;在與績效相關(guān)的品牌危機情境下,不同水平社會化客戶關(guān)系管理對品牌危機可修復(fù)性沒有顯著差別。此外,品牌危機類型與消費者心理契約感知的交互變量同樣存在調(diào)節(jié)作用。企業(yè)在日常管理中需要積極、主動構(gòu)建社會化客戶關(guān)系管理體系,逐步提升社會化客戶關(guān)系管理水平,一旦發(fā)生品牌危機,將有效提高品牌危機可修復(fù)性,此外需要提高對企業(yè)文化建設(shè),增強企業(yè)道德、責(zé)任水平,避免發(fā)生與價值觀相關(guān)的品牌危機,否則會獲得較低的品牌危機可修復(fù)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.
【學(xué)位授予單位】：暨南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F273.2

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本文編號：2228757