STUDY ON THE INFLUENCE OF INVOLVEMENT DEGREE ON CUSTOMER FORGIVENESS IN CATERING INDUSTRY UNDER THE PRODUCT-HARM CRISIS
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บทคัดย่อ
The catering industry takes an extremely important position in the social life. The research on product harm has received the attention of many scholars, but the current research results are mostly concentrated on the situation after the crisis occurs, the attitude of the enterprise itself as well as the enterprise’s harm caused by the crisis. On the basis of the cases of product harm crises in the catering industry that happened in recent years, this paper puts forward relevant assumptions, then conducts verification through an experimental questionnaire survey, and studies the impact of consumers’ involvement on their forgiveness to enterprises in “severe” and “mild” crises. Through the correlation analysis of the questionnaire and regression analysis, it is concluded that under the background of severe product harm crisis, advertisements in product involvement and willing to read articles on consumer reports are positively related to forgiveness.
Under the background of mild product harm crisis, being interested in product description in product involvement, willing to read articles on consumer reports and willing to compare the different characteristics of food and beverage brands are positively related to forgiveness. The research results enrich the theories of related industries.
Article Details
“ข้าพเจ้าและผู้เขียนร่วม (ถ้ามี) ขอรับรองว่า บทความที่เสนอมานี้ยังไม่เคยได้รับการตีพิมพ์และไม่ได้อยู่ระหว่างกระบวนการพิจารณาลงตีพิมพ์ในวารสารหรือแหล่งเผยแพร่อื่นใด ข้าพเจ้าและผู้เขียนร่วมยอมรับหลักเกณฑ์การพิจารณาต้นฉบับ ทั้งยินยอมให้กองบรรณาธิการมีสิทธิ์พิจารณาและตรวจแก้ต้นฉบับได้ตามที่เห็นสมควร พร้อมนี้ขอมอบลิขสิทธิ์บทความที่ได้รับการตีพิมพ์ให้แก่สถาบันการจัดการปัญญาภิวัฒน์หากมีการฟ้องร้องเรื่องการละเมิดลิขสิทธิ์เกี่ยวกับภาพ กราฟ ข้อความส่วนใดส่วนหนึ่งและ/หรือข้อคิดเห็นที่ปรากฏในบทความข้าพเจ้าและผู้เขียนร่วมยินยอมรับผิดชอบแต่เพียงฝ่ายเดียว”
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