기업의 위기에 따른 실패 상황에서 대응전략의 효과성에 관한 연구

초록

Companies may face a crisis situation, and it is hard to predict the consequence of the crisis. If companies do not manage properly the crisis, the corporate reputation along with corporate image and trust of the customers will receive a blow. Also, the product, service, and finance could receive the damage. Therefore, crisis management should be considered important. This study defined the corporate failure as a company crisis, and evaluated the effectiveness of the crisis management strategies in the corporate failure situation. Concept of CSR was employed to evaluate crisis management as a indirect corporate response. The effectiveness of the crisis management included corporate trust and purchase intention. This study employed a combination of scenario method and survey method. The research used a 2 (failure type: product-related vs. management-related) × 3 (crisis management: no response vs. direct response vs. indirect response) between subject design. A sample of 163 respondents participated in the study. Findings show that there are significant difference in corporate trust and purchase intention among the three crisis management strategies. Regardless of the crisis type, the effect of crisis management strategy was maximized when the direct response was employed. There were no significant difference between direct response and indirect response. On the other hand, there was a significant difference between the direct/indirect response and no response. This research suggests that the proper corporate behavioral intention is important in a crisis situation.

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