Which One is the Worst? Impact of SMS Service Failure on Brand Trust

In this paper, we are looking at the correlations between the short message service (SMS) failure and the brand trust. Furthermore, we hope to find that different kinds of SMS failure may have different effects on brand trust also. Data were gathered using a scenario-based experiment by designed four service failure scenarios. The survey carried out some research aims at the college students (N = 175) who had mobile phones by using the method of questionnaire. The results show that there is a significant negative correlation between the SMS service failure and brand trust. The Spam message and wrong coding message have worse impact on the brand trust. The designed four scenarios are so popular in China today that almost every mobile phone subscribers had encountered more than once. Although essential to experimental manipulation, participants´ actually experience responses to our scenarios may be more accuracy than role playing method.