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The Korean Society for Journalism & Communication Studies (KSJCS)
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Korean Journal of Journalism & Communication Studies - Vol. 63, No. 5, pp.319-363
ISSN: 2586-7369 (Online)
Print publication date 31 Oct 2019
Received 07 Jun 2019 Revised 20 Sep 2019 Accepted 03 Oct 2019
DOI: https://doi.org/10.20879/kjjcs.2019.63.5.009

기업 위기 관리 커뮤니케이션에서 신뢰 회복과 불신 강화 구성 차원에 관한 연구

김수연** ; 박혜영***
**서강대학교 지식융합미디어학부 부교수 sooyk@sogang.ac.kr
***프레인 키웨스트 차장 cheerupyou@naver.com
Construct Development of Repairing Trust and Strengthening Distrust in Corporate Crisis Communication Management
Soo-Yeon Kim** ; Hyeyoung Park***
**Associate Professor, School of Media, Arts, and Science, Sogang University sooyk@sogang.ac.kr
***Senior Manager, PRAIN KEYWEST, corresponding author cheerupyou@naver.com

초록

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.

Abstract

Understanding public trust and distrust as distinct concepts in corporate crisis management and communication, this study attempted to find and develop constructs of repairing trust and strengthening distrust in corporate crisis communication. Following relevant literature, this study initially identified trust in two dimensions of integrity and competence, and distrust in 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. After reviewing relevant literature and conducting in-depth interviews, constructs of trust included 31 items about authenticity, trust, emotion-based trust, distribution, interaction, system, transparency, apology, and operational trust. Constructs of distrust included 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 constucts of repairing trust and strengthening distrust in crisis communication. The study used a Korean online research company’s survey service. The first survey was conducted with 339 respondents and the second survey was conducted with 768 respondents. Exploratory and confirmatory factor analyses were performed to develop measures of repairing trust and strengthening distrust using SPSS 22.0 and Mplus 7.0. Results of exploratory factor analysis showed that one item of repairing trust and four items of strengthening distrust need to be deleted to ensure validity of constructs. After removing these items, results of confirmatory analysis concluded that three items of repairing trust and three items of strengthening distrust should be deleted. Finally, a total of 27 items of three constructs of repairing trust and 24 items of three constructs of strengthening distrust were developed. Constructs of repairing trust included 13 items of the reactive crisis communication to prioritize the survivors and victims’ families, 11 items of sincere communication to keep the promise, and three items of corporate culture to reflect societal climate. Constructs of strengthening distrust included nine items of closed communication, nine items of illegal and unethical businesses, and six items of repetitive crisis management failure. In conclusion, the reactive crisis communication to prioritize the survivors and victims’ families of repairing trust, and closed communication and repetitive crisis management failure of strengthening distrust are reactive crisis communication. Sincere communication to keep the promise and corporate culture to reflect societal climate of repairing trust, and illegal and unethical businesses of strengthening distrust are about corporate culture and reputation. Finally, the results emphasize the significance of existent corporate reputation to repair trust in times of crisis.

Keywords:

corporate crisis communication management, repairing trust, strengthening distrust, construct development

키워드:

위기 관리 커뮤니케이션, 신뢰 회복, 불신 강화, 구성 차원 개발

Acknowledgments

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2018S1A5A2A01036052). (이 논문 또는 저서는 2018년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임 (NRF-2018S1A5A2A01036052)).

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