Marketing communication strategy to restore customers' trust in firms
| Project/Area Number |
16530284
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Single-year Grants |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | Musashi University |
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Principal Investigator |
KUROIWA Kenichiro Musashi University, Faculty of Economics, Associate Professor, 経済学部, 助教授 (00366840)
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| Co-Investigator(Kenkyū-buntansha) |
YODA Takuro Keio University, Graduate school of Business Administration, Associate Professor, 大学院・経営管理研究科, 助教授 (30305552)
KAWAMATA Keiko Kyoto Sangyo University, Faculty of Business Administration, Associate Professor, 経営学部, 助教授 (00306854)
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| Project Period (FY) |
2004 – 2005
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| Project Status |
Completed (Fiscal Year 2005)
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| Budget Amount *help |
¥3,600,000 (Direct Cost: ¥3,600,000)
Fiscal Year 2005: ¥1,400,000 (Direct Cost: ¥1,400,000)
Fiscal Year 2004: ¥2,200,000 (Direct Cost: ¥2,200,000)
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| Keywords | Marketing / Communication / Trust / Complaint |
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| Research Abstract |
Our research activities are as follows,
1.We reviewed the previous literatures related to the word-of mouth communication which may be one of the main causes of the loss of company's reputation. Especially, we focused on antecedent factors for consumer complaint behavior and negative word-of-mouth behavior.
2.We also reviewed the previous literatures related to the complaint handling. These included the effect of excellent complaint handling, how to deal with complaints to recover the company's reputation, and justice theory approach to service recovery researches.
3.We interviewed several staffs working at customer service division in three companies including Shiseido to understand how they practically deal with complaints from customers.
4.We reviewed the earlier studies related to the medical error and interviewed doctors and staffs in some hospitals. Moreover, we studied two cases of hospitals which tried to recover their reputation that were lost by medical error.
5.We created some dimensions of trust between company and customer. In addition, we examined the contents of marketing communication which affect those dimensions of trust and established hypothesis.
6.To verify our hypothesis, we conducted survey by internet. One of our findings is that each dimensions of justice plays different role in customer satisfaction toward complaint handling.
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Report
(3 results)
Research Products
(4 results)
