Image Restoration Strategies of LRT-2 Service Performance in Managing Its Crisis

Abstract

Since the Philippines maintains to be one of the strongest, fastest-growing and a promising economy, road congestion or more known as “traffic jams” pose a challenge, for it is inevitable to all developing and growing urban areas. It is all over the country, though it is not as horrible in the roads of Metro Manila. To decongest Metro Manila, new infrastructure was established and traffic management was improved. New roads, expressways, overlapping flyovers and skyways were built, but did not decrease the road congestion. The establishment of LRT is also an indication that the country is indeed a developing country and therefore, needs to keep pace with its own development—from the increasing population and its demand, to the growing economy. However, problems have risen after many years of service. It encountered crises that discouraged loyal passengers and potential commuters. Crises are threats that can damage an individual or organization’s credibility, relationships, marketability, and economic welfare. When a crisis strikes, it results to the destruction of the organization’s image. Thus, William Benoit’s Image Restoration Theory, as a crisis response, is needed to repair the damage the crisis has inflicted. The purpose of this study is two-fold. First, it identifies the Image Restoration Strategies (IRS) and measures the effectiveness of each tactics employed by LRT-2 during a crisis situation. Second, it determines passenger’s expectations regarding the image restoration strategies LRT-2 should apply in managing its crisis. In order to achieve the purpose of this study, a survey was administered to 400 LRT-2 passengers to know their views on the eight IRS LRT-2 used in managing its crisis. Among the eight strategies, as well as what IRS LRT-2 should employ, LRT-2 passengers (cross tabulated with their profiles) considered Compensation and Minimization to be the best strategy LRT-2 had employed, followed by Corrective Action. Mortification, though it is an admission of guilt, it is still perceived to be effective since it could lead to corrective action.