A stitch in time saves nine: The impact of response strategy (denial vs. rebuilding) and tone of voice (human vs. organisational) on customer attitude and organisational reputation in crisis communication on websites.
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2023-06-23
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en
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This study measured the impact of crisis response strategy (denial vs. rebuilding) and tone of voice (human vs. organisational) on both customer attitude and organisational reputation in crisis communication about a false SPF value on sunscreen bottles on the website of a fictitious company. The current study utilised an experimental setting and an online questionnaire. The texts contained a denial strategy or a rebuilding strategy with either a human or an organisational tone of voice. The results indicated that there was no significant effect of tone of voice on either customer attitude or organisational reputation. Moreover, our study did not indicate an interaction effect between crisis response strategy and tone of voice. However, there was a significant effect of response strategy on customer attitude in crises. The text with a rebuilding response strategy led to a higher rating on customer attitude than the text with a denial response strategy.
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Faculteit der Letteren