strategy, which explained why Samsung’s American customers showed more support and understanding to Samsung.
4.3 Cultural Comparison
Hypothesis 2: Power Distance, Individualism vs Collectivism, Uncertainty Avoidance dimensions played a role in the way Samsung handled the crisis in France and in the USA
Table 8 – Crisis Period: Results comparison France and USA
* Used alone or with Ingratiation or Full Apology
** Used alone or with Corrective Action or Full Apology
*** Used Alone or with Corrective Action or Ingratiation
**** The four strongest emotions from highest number to lowest number
Samsung used the same basic strategy for both France and USA. They chose to use Corrective Action and Ingratiation. Rebuilding strategy seemed to be the best way to solve this issue, as GN7 recall was the only solution to keep their customers safe.
France United States
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French customers appear to be more disappointed and angry than American customers during crisis phase 1, 2 and 3. As Hofstede’s Cultural Dimensions Theory demonstrated, French people strongly dislike uncertainty and tend to avoid surprises as much as possible. Hence, when this unexpected crisis occurred in France, French people were more likely to show negative emotions such as disappointment and anger. On the contrary, American people accept uncertainty better and are more likely to adapt and solve an unexpected issue. Therefore, they were more neutral and keen on finding quick solutions:
Americans mainly posted questions in order to understand what was happening to their GN7 during crisis phases 1, 2 and 3.
As the second recall failed, the crisis was liable to grow and customers would get more outraged. American people shifted their emotions to outrage; they blamed Samsung for this failure. Power Distance is less important in USA than in France. As Hofstede’s theory showed, American people seem to be more equal to each other and more open to discussion within a company than French people. American customers posted about their outrage but also provided insights and solutions for Samsung in order to help them solve the issue. They would still try to make it better even if they were outraged. French people rely on the hierarchy within the society and within the company. French customers were more anxious about this whole situation during phase crisis 4: they would ask many questions to Samsung in order to be guided. They would show anxiety as a mix of uncertainty and Power Distance;
French customers expect Samsung to provide the solution and to explain the details to them as soon as possible. Samsung is on top of the hierarchy as French customers are only buying the product: they feel powerless and mainly act as victims.
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Table 9 – Post-crisis Period: Results comparison France and USA
*The three strongest emotions from highest number to lowest number ** The two strongest emotions from highest number to lowest number
This study also aims to understand why Samsung did not use the same strategy in France and USA. The next table summarizes the overall strategies applied and customer reactions in France and in the USA during the crisis (Table 17) and post-crisis (Table 18).
Finally, Samsung decided to use Full Apology in the USA in a last try to calm down their customers and insure their loyalty. Samsung succeeded as data show a rise of sympathy:
American customers lefts supportive comments to Samsung Mobile USA. As Individualism is very high in the USA, it is likely that Samsung needed to show their customers that they matter more than anything else and that they are their top priority. As Samsung posted their Full Apology status, American customers shifted from Outrage to Sympathy. While Samsung showed importance to their customers, their American customers showed support and understanding back to Samsung. Therefore, they managed to calm down the situation and perfectly managed American customer emotions. However, French people need strong leadership during a crisis to help give a voice to the weaker community. It is likely that Samsung decided not to apologize as they represent the leadership in this crisis. French customers represent the weaker communities that are victims of this crisis. Indeed, it is more likely that Samsung chose not to apologize in order to keep a strong image and not to appear overwhelmed or weak in front of their customers. Facebook comments section still gave a
France United States
Overall Use of Corrective Action (1) Overall Use of Corrective Action (1) Overall use of Ingratiation (0) Overall use of Ingratiation (1) Overall use of Full Apology (0) Overall use of Full Apology (1) Overall Customers’ reactions: “Like”,
“Anger”, “Laugh”*
Overall Customers’ reactions: “Like”,
“Heart”, “Laugh”*
Emotions: Outrage and Disappointment** Emotions: Sympathy and Disappointment**
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window for the customers to be heard by Samsung. The last post of Samsung (about flight regulations) left a very outraged online community on Samsung France. But, during the crisis, Samsung France not only posted about the GN7 but also kept posting about their other products and different topics, hence shifting French customer attention. Samsung Mobile USA only posted about the GN7 during the crisis.
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