Remedying food safety issues using the equity theory

• Main Authors: KUO,HSU-LUN, 郭絮綸
• Other Authors: WANG,CHIH-JEN
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/dgt88u

碩士 === 正修科技大學 === 經營管理研究所 === 104 === This study used the equity theory to understand consumers' perceived fairness of the remedial measures taken by businesses in response to food safety issues in order to serve as a reference when determining these remedial measures. Decisions that need to be made were compiled via collection of various methods used by businesses when facing food safety issues and literature review; then, a questionnaire was distributed to survey consumers' perceived fairness of these measures. The participants in this study were members of the general public in Kaohsiung City, Taiwan chosen using convenience sampling. SPSS 24.0 was used for statistical analysis after the questionnaires were collected. The results suggest: 1.At the least, businesses should provide refunds, attend to corporate sustainability and image, and provide compensation. It is suggested that six months be the deadline to return goods as a happy medium. 2.The majority of participants were accepting of returns being restricted to the original point of purchase or being possible at any point of purchase. However, some participants who were older, had lower levels of education, and had families felt that being able to return goods at any point of purchase was more fair. 3.It is suggested that receipts be used as the proof of purchase required for refunds and that an ID is not required along with the receipt. 4.If businesses are willing to provide compensation, it is suggested that they give primary consideration to discount coupons, product-specific coupons, vouchers, free gifts with purchase, cash, or compensating travel costs. Businesses should not offer discounts on subsequent purchases. 5.When providing refunds, businesses do not need to beg for forgiveness or eat their own products; however, they must not come across as impatient. When handling disputes, managers should be present for consumers to file complaints.