Research On Customer Trust Recovery Strategy In The Situation Of Product Quality Crisis

In recent years,despite the improvement of laws and regulations related to product quality and safety,product quality crisis events are still uncommon,and there is even a trend of rapid increase,which leads to extreme damage to customer trust,and it’s impossible to objectively identify the type of quality crisis situation and design on this basis.Appropriate customer trust recovery strategy is the main reason why it is difficult for enterprises to restore customer trust or even avoid brand collapse.At present,most researches on customer trust recovery strategies under product quality crisis situations are based on qualitative methods to classify quality crisis situation types,and directly put forward relevant measures to restore customer trust from a marketing perspective.Factors on product quality crisis situation factors and customer trust recovery strategies The research on the combination dimension is relatively small and not deep enough.Therefore,there is an urgent need for research on customer trust recovery strategies in the context of product quality crisis.Based on this background,on the basis of systematically exploring the factors of product quality crisis situations,this paper makes an in-depth study on the definition of product quality crisis situations and the design of customer trust recovery strategies.This article first summarizes the relevant research on customer trust recovery strategies in product quality crisis situations.In view of the existing research,therere few researches on the definition model of quality crisis situation factors and situation types,and the insufficiency of exploring customer trust recovery strategies.The content and framework of the research;secondly,through literature analysis,case investigations and expert interviews,12 more comprehensive product quality crisis situation factors were explored.Based on the combination of DEMATEL,ISM and MICMAC,the relationship between quality crisis situation factors was constructed Discover the model,and determine the weight of the quality crisis situation factors using the combination weighting method;again,construct a product quality crisis situation type definition model based on the improved DS evidence theory method,and combine the specific quality crisis events of Y company to apply the model and Comparative analysis;Finally,two combination dimensions of product quality crisis situation type and enterprise product quality improvement degree are proposed.Based on the combination dimension,six customer trust recovery strategies are designed,and the connotation,implementation suggestions and applicable conditions of each strategy are explained in detail.And carried out A little case study.Compared with previous research,the contribution and innovation of this article lies in:from a different perspective,explored a relatively systematic product quality crisis situation factors,to make up for the lack of comprehensive research on quality crisis situation factor in previous studies;using improved DS Evidence theory method defines the type of product quality crisis situation,and makes up for the previous research.In the DS evidence theory,there’s a high degree of conflict between the various evidences,only a simple mathematical average of multiple sets of evidence,and ignore the evidence itself The importance and the possible correlation between them lead to lack for fusion results that are contrary to the actual situation;two combined dimensions of product quality crisis situation type and product quality improvement degree are constructed,and a customer trust recovery strategy is designed based on the combined dimension To make up for the lack of consideration the dimensions of customer trust recovery strategies and the lack of clarity of customer trust recovery strategies in previous studies,in order to provide a reference for enterprises to choose and implement appropriate customer trust recovery strategies for product quality crisis.