The Role of Prior Expectancies and Relational Satisfaction in Crisis

Abstract

This study empirically tests (1) expectancy violations theory’s applicability to the setting of organization–public relationships and explores (2) the effectiveness of post-crisis communication in the post-crisis stage by employing a real crisis. The findings suggest that stakeholders’ relational satisfaction and predictive and prescriptive expectancies are significant predictors, determining negative valence, uncertainty level, and other negative responses toward the organization in crises. Finally, the study also suggests that actively communicating crisis-related information, even during the post-crisis stage, is more effective in protecting positive corporate reputation than a no-message or a justification strategy.