기업 위기 관리 커뮤니케이션에서 신뢰 회복과 불신 강화 구성 차원에 관한 연구 = Construct Development of Repairing Trust and Strengthening Distrust in Corporate Crisis Communication Management

다국어 초록 (Multilingual Abstract)

Understanding public trust and distrust as distinct concepts in corporate crisis management and communication, this study attempted to find and develop constructs for restoring trust and strengthening distrust in corporate crisis communication. Following relevant literature, this study initially identified trust in the two dimensions of integrity and competence, and distrust in the two dimensions of discredibility and malevolence. In-depth interviews with six public relations practitioners and six consumers were conducted to explore their perceptions of trust and distrust on corporations. Drawing on the results of the interviews and relevant literature, constructs of trust were found to included 31 items about authenticity, trust, emotion-based trust, distribution, interaction, system, transparency, apology, and operational trust, while constructs of distrust were identified to encompass 30 items about organizational distrust, corporate distrust, repetition, slow response, concealment, distrust, and secretiveness. In April, 2019, two phases of survey were implemented to develop scale items of constructs of restoring trust and strengthening distrust in crisis communication. The study used a Korean online research company’s survey service. The first and second surveys were conducted with 339 respondents and 768 respondents respectively. Exploratory and confirmatory factor analysis were performed to develop measures of restoring trust and strengthening distrust using SPSS 22.0 and Mplus 7.0. Results of the exploratory factor analysis showed that one item of restoring trust and four items of strengthening distrust need to be deleted to ensure the validity of the constructs. After removing these items, the results of the confirmatory analysis concluded that three items of restoring trust and three items of strengthening distrust should be deleted. Finally, three constructs and a total of 27 items from these constructs were developed for restoring trust, and another three constructs and 24 items from the three constructs were established for strengthening distrust. Restoring trust included 13 items from the first construct of responsive crisis communication to prioritize the survivors and victims’ families, 11 items from the second construct of sincere communication to keep the promises, and three items from the third construct of corporate culture to reflect societal climate. Strengthening distrust included nine items from the first construct of closed communication, nine items from the second construct of illegal and unethical management, and six items from the third construct of repetitive crisis management failure. In conclusion, it can be said that the constructs of reactive crisis communication to prioritize the survivors and victims’ families for strengthening trust, and closed communication and repetitive crisis management failure for repairing distrust are about responsive crisis communication. The constructs of sincere communication to keep the promises and corporate culture to reflect societal climate of strengthening trust, and illegal and unethical management for repairing distrust are about corporate culture and reputation. Finally, the results emphasize the significance of maintaining corporate reputation to strengthen trust and repair distrust in times of crisis.

국문 초록 (Abstract)

이 연구는 기업의 위기 관리 커뮤니케이션에서 공중의 신뢰와 불신 개념을 동일선상의 양극단이 아닌 차별적 개념으로 이해하며 위기 관리 커뮤니케이션에서 공중의 신뢰를 회복시키고 불신을 강화시키는 구성 차원과 그 구성차원의 척도를 개발하고자 하였다. PR회사 소속 실무자 6명과 일반 소비자 6명을 대상으로 질적 인터뷰를 진행하여 확인된 구성차원을 바탕으로 1차 339명, 2차 768명에게 설문조사를 진행하여 신뢰도와 타당도를 확보한 구성차원과 그 관련 척도를 개발했다. 분석 결과, 기업의 위기 관리 커뮤니케이션에서 신뢰 회복 차원에는 ‘피해자와 유가족을 중요하게 고려하는 위기커뮤니케이션’ 13개 문항, ‘약속을 이행하는 진정성 있는 커뮤니케이션’ 11개 문항, ‘친사회적 기업문화’ 3개 문항으로 구성된 27개 문항이 확정되었다. 불신 강화 차원에는 ‘폐쇄적 커뮤니케이션’ 9개 문항, ‘비합법적/비윤리적 경영’ 9개 문항, ‘반복적 위기관리 실패’ 6개 문항으로 구성된 24개 문항이 추출되었다.

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