Supervisor
Martha Gilheaney
Programme
MA in International Business
Keywords
Negative Publicity, Customer Loyalty, Organisational Reputation.
Abstract
This study examines the effect of negative publicity regarding employee turnover on customer loyalty, focusing on Amazon. Using in-depth interviews and surveys, the research highlights how social media platforms, particularly Facebook, and digital communication have facilitated the spread of negative information about Amazon's high employee turnover. While findings suggest that persistent negative media coverage could erode customer confidence over time, no statistical correlation between high turnover, negative publicity, and customer loyalty was established due to an insufficient sample size. The study recommends robust public relations strategies to protect corporate reputation and contributes to the understanding of how internal organisational issues can influence external consumer behaviour.
Date of Award
2024
Full Publication Date
2024
Access Rights
open access
Document Type
Dissertation
Resource Type
thesis
Recommended Citation
Abedinego Nyambwengi, Nyambane, "Analyzing the impact of negative publicity about employee turnover on customer loyalty -a case study of Amazon." (2024). Business ETD Collections. 40.
https://arc.cct.ie/business/40