The Impact of Recovery Strategies on Brand Trust after Production Operations Management Failure

Abstract

Production operations management is never perfect, and production operations management failure is inevitable which leads to product harm crisis. Product-harm crisis is well publicized events that products are found to be dangerous to consumer or have defective attributes. Frequent occurrence of product harm crisis recent years are attracting more and more researchers, but the existing researches do not give specific guidance for enterprises to recover brand trust product harm crisis. This paper confirmed affective strategy, informational strategy, and corrective strategy were effective strategies to product harm crisis, and perceived justice is the important mediation between these strategies and brand trust.