외식 기업의 제품 관련 위기와 대응전략이 소비자의 부정적 정서와 부정적 행동의도에 미치는 영향

This study aimed to investigate the impact of the crisis and response strategies of the foodservice industry on consumers’ negative emotional responses and negative behavioral intentions. Also, this study aimed to examine how the accommodative response strategies alleviate the negative effect derived from the crisis. In order to fulfill the purpose of the study, product relevance crisis type and accommodative response strategy(admission of a misdeed, apologize) were defined as independent variables according to Situational Crisis Communication Theory(SCCT). On the other hand, negative affect, negative behavioral intentions such as negative word of mouth and switching intention were defined as dependent variables. Multiple regression analysis was conducted to elucidate the relationship among them. Furthermore, the effect of negative affect toward the negative word of mouth and switching intention was tested by simple regression. SPSS 26.0 program was used to analyze 347 data from online questionnaires in January 2021. The results of this study can be summarized as follows. First, the product relevance of the crisis of a foodservice company has a significant positive effect on negative affect, negative word of mouth, and switching intentions. Second, the accommodative response strategies have a significant negative effect on negative behavioral intentions. Lastly, the positive effects between negative affect and negative behavioral intentions were all significant in a crisis situation. This study can suggest useful implications in that the results of the study emphasize the gravity of crisis management with apt response strategy as well as indicate the necessity of research regarding crisis communication applying the features of the foodservice industry.