企业互动导向下的品牌危机预防模式研究

在互动时代背景下，如何预防危机随着企业品牌危机的频发而备受关注。文章从社会心理学视角剖析了品牌危机本质，并引入了企业互动导向这一有别于顾客导向的重要理念，探索如何通过增进顾客的品牌信任以开展危机预防工作。文章构建了“企业互动导向→感知互动质量→品牌信任→危机预期”的研究模型，实证分析发现，企业互动导向的各维度对顾客感知到的员工技能水平和问题解决能力作用显著，企业可采取针对性措施，通过提高互动质量，增进顾客品牌信任，以构筑心理防线，阻止危机诱因的扩散和加剧。

A Brand Crisis Prevention Model Guided by the Interaction Orientation

How to prevent brand crisis in the background of interactive environment? This paper argues that companies should consider how to launch the dialogue and interact with the customers at the strategic level, for enhancing their brand trust, conducting the majority of customers to participate in crisis-prevention works. Thus this paper introduces an important concept: interaction orientation and constructs the research model of “Interaction orientation→interactive quality→brand trust→crisis perception”. Empirical studies have found that interaction orientation help companies improve interaction qualities. By training the employees’ skills and problem-solving abilities, companies can increase the customers’ brand trust, which can prevent the spreading of the crisis incentives and reduce the crisis negative impact on customers.