CRISIS MANAGEMENT AND RESTAURANT BUSINESS ADJUSTING IN THE SUTIATION OF THE CORONAVIRUS 2019 EPIDEMIC

Abstract

The purposes of this research were 1) to study the crisis management process in restaurant business amid Coronavirus 2019 pandemic, and 2) to examine guidelines for restaurant business adjusting in the pandemic situation. The results revealed that the crisis management process in the restaurant business during the coronavirus epidemic consisted of the following steps: prevention, preparation, and revision. The study found six guidelines for adjusting the business in the pandemic situation which included 1) setting the business goals, 2) analysis of market opportunities and business conditions (SWOT analysis), 3) marketing strategy formulation, 4) service delivery, 5) building employees’ quality, and 6) periodically assessment by review, monitoring and business development to improve deficiencies in a timely manner and to be a guideline in formulating a development plan to deal with similar serious situations which may arise in the future.