Version 1
: Received: 20 June 2024 / Approved: 21 June 2024 / Online: 21 June 2024 (11:24:17 CEST)
How to cite:
Holloway, S. How Supply Chain Disruptions Affect Brand Loyalty: A Qualitative Analysis of Consumer Experiences During Crises. Preprints2024, 2024061515. https://doi.org/10.20944/preprints202406.1515.v1
Holloway, S. How Supply Chain Disruptions Affect Brand Loyalty: A Qualitative Analysis of Consumer Experiences During Crises. Preprints 2024, 2024061515. https://doi.org/10.20944/preprints202406.1515.v1
Holloway, S. How Supply Chain Disruptions Affect Brand Loyalty: A Qualitative Analysis of Consumer Experiences During Crises. Preprints2024, 2024061515. https://doi.org/10.20944/preprints202406.1515.v1
APA Style
Holloway, S. (2024). How Supply Chain Disruptions Affect Brand Loyalty: A Qualitative Analysis of Consumer Experiences During Crises. Preprints. https://doi.org/10.20944/preprints202406.1515.v1
Chicago/Turabian Style
Holloway, S. 2024 "How Supply Chain Disruptions Affect Brand Loyalty: A Qualitative Analysis of Consumer Experiences During Crises" Preprints. https://doi.org/10.20944/preprints202406.1515.v1
Abstract
This qualitative study investigates how supply chain disruptions affect brand loyalty by analyzing consumer experiences during crises. Through in-depth interviews with diverse participants, the research explores the nuanced factors shaping consumer perceptions and behaviors when supply chains face challenges. Findings reveal that trust is pivotal, with transparent communication and consistent updates fostering consumer confidence and loyalty. Brand reputation emerges as crucial, influencing perceptions of reliability and ethical conduct during disruptions. Effective crisis management strategies, including agility and proactive communication, mitigate negative impacts on brand loyalty. Consumer decision-making is influenced by the availability of substitutes and perceptions of disruption severity, highlighting the importance of brand resilience and continuity. Emotional responses, such as frustration and anxiety, significantly influence consumer loyalty, underscoring the role of empathetic engagement and support from brands. Aligning with consumer expectations and delivering on promises are essential for sustaining loyalty and reducing the risk of consumer defection. The study concludes that navigating supply chain disruptions requires brands to prioritize trust, reputation, crisis management, consumer-centric strategies, emotional intelligence, and alignment with consumer expectations. These insights contribute to a deeper understanding of consumer behavior in crisis contexts and provide strategic implications for brands seeking to enhance resilience and maintain loyalty in dynamic market environments.
Business, Economics and Management, Business and Management
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
