Attitude and responses of general public towards Foodpanda Thailand’s crisis communication management

Abstract

The objective of this research was to examine the attitude and responses of the general publics towards a situation crisis communication management which related to a political situation in Thailand. The attitude variable in this study focused on attitudes into crisis communication management in content and the statement release, management of time during the crisis, attitude towards the crisis communication management, and suitable and appropriately management. Meanwhile, the responses variable focused on responses into favorability and credibility, frequently of using the service after the crisis, ways of showing support, movement to boycott, and royalty towards a brand after the crisis. The study was conducted by the quantitative method with data collection from the survey from two-hundreds Thai general publics who aware of the situation of crisis during the first semester of 2021 academic year. The results indicated that an appropriate crisis communication management results in somewhat positive attitude which leads to positivity in the general publics’ responses towards brand after the crisis communication management. Furthermore, majority of the general publics somewhat agree that they overlooked the crisis situation that happened because they are focus on the price, service, and promotion. The findings in this study contributed to crisis communication practitioners as a basic insight of the genral publics’ attitude and responses towards the Foodpanda’s case of crisis communication.