Abstract:
The study, an ex post facto, is focused on the crisis response of BPI and how it rendered a resolve on the effects of the glitch crisis in 2017 on its clientele perception. To fulfill its objectives, the study used a combination of quantitative and qualitative methods. The survey questionnaire is focused on acquiring client perception responses through rating statements using the Likert scale. A correspondence with BPI bank managers regarding management make up for the qualitative part.
Data from a total of 103 respondents and four interviewees were collected for the study. The survey responses are scored according to weighted means. Negative statements rated with strongly agree is scored 1 while strongly disagree 5. Positive statements rated with strongly agree is scored 5 and strongly disagree 1. The average of scores in each statement is subject to interpretation, whether the number indicates a favorable or an unfavorable response. The numbers are duly reinforced by insights from the bank managers.
The overall result of the study is in BPI’s favor. By issuing public statements, servicing concerns and checking discrepancies, and offering snacks in branches while waiting, BPI adhered to prescription of the deal cluster of SCCT. Hence, SCCT is an effective guide in crisis communication. BPI showcased its resiliency by overcoming the glitch crisis.
