Trust and Relational Commitment in Corporate Crises: The Effects of Crisis Communicative Strategy and Form of Crisis Response

The purpose of this article is to examine the extent to which crisis communicative strategy and form of crisis response affect trust and relational commitment with respect to crisis contexts at the firm level, after controlling the effects of crisis type and organizational association. A survey of communication managers, crisis managers, and public relations and/or public affairs managers from Taiwan's top 500 companies was conducted. The results showed that in crisis managers' assessment, the form of crisis response (timely response, consistent response, and active response) is more powerful than crisis communicative strategies (denial, diversion, excuse, justification and concession) in predicting trust and relational commitment. Moreover, the result, on one hand, supports the robustness of concession as an effective communicative strategy above and beyond the impacts from crisis type and organization association. On the other hand, however, it challenges this traditional wisdom involving concession by emphasizing the intriguing mediating role of form of crisis response by demonstrating that form of crisis response is necessary for more concession communicative response to generate more favorable relational outcomes. I tested my conceptual framework and hypotheses among the examined variables in this study using the data set collected by Shih-Hsin Su (2002) for his master's thesis. I heartedly thank Mr. Su for providing the data set for my independent analyses in this article.