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How Cluster Attribution of Product-harm Crisis Affect Customer Recovery Expectation |
TU Ming,JING Fengjie,WANG Xingdong |
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Abstract Nowadays, product-harm crisis occurs in clusters. This study investigates the effect of cluster attribution on consumer recovery expectation with a field experiment. Results reveal that cluster attribution is negatively related with recovery expectation. When reputation is comparatively low, the negative relation between cluster attribution and recovery expectation is stronger. The mediation role of negative emotions (anger and helplessness) is also discussed in the study.
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Received: 04 March 2013
Published: 15 August 2013
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Corresponding Authors:
JING Fengjie
E-mail: fjjing@ecust.edu.cn
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