Relational immunity? Examining relationship as crisis shield

Abstract

Abstract This study examined the influence of a crisis on relational perceptions and the role of an empathetic response from stakeholders by investigating students’ perceptions of their relationship with a university following an on‐campus shooting. Findings show that despite the generally positive relationship, the university maintains with its students, the crisis had a negative impact on the students’ perceptions of their relationship with the university. Furthermore, results show how emotions, especially empathy, about an organization in a crisis situation can influence stakeholder relationships. This research helps provide nuance to the extant scholarship on crisis and emotions by introducing stakeholder empathy as a theoretical construct. Results also demonstrate that crisis managers who invest in relationship building before a crisis may elicit empathy more than blame in a crisis and may emerge with less relational damage.

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