| Summary: | 碩士 === 國立雲林科技大學 === 應用外語系碩士班 === 100 === The purpose of this study is to understand how trust could be built and how companies can respond to crisis. The study aims to examine how crisis response efforts— emotional, informational, functional and speedy recovery influence four trust building factors (competence, benevolence, integrity and empathy), which lead to forgiveness. A quantitative research conducted to determine the effect of these causal factors towards developing trust as well as to determine the links between consumer trusts. The results showed that the crisis response efforts improved trust building factors, affecting consumer forgiveness, which in turn improved consumer trust. The speedy recovery was a powerful factor among crisis responses and competence was the most important factor in rebuilding trust.
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