إدراك المستهلكين السعوديين لأزمات المنتجات المعيبة و علاقته بالنية الشرائية : دراسة مسحية على المنطقة الشرقية

Abstract EN

Dr.

Hassan Niazi Al Saify - King Faisal University

The study aimed at monitoring Saudi consumers' perception of product-defective crises by measuring their perception of risks, blame for companies and their trust in their products during product-defective crises.

In addition, it measured the extent to which these factors are strongly related to the crisis on the one hand and their demographic characteristics on the other hand.

Moreover, the impact of these factors on consumer purchase intentions is also meaured through a field study on a stratified sample of consumers in the Eastern Region of Saudi Arabia.

Using the sample survey method, the study used a realistic scenario approach, where consumers were given a callback announcement for a defective product, and respondents were asked to measure their perception and assessment of the company and the product.

The results showed the severity of the perceived crisis in trust, blame and perceived risks.

Trust, blame and perceived risk also significantly affect purchase intentions.

Based on the results of the study, companies can implement appropriate strategies to reduce the negative outcomes of defective product crises.