A Study on the Strategies for the Ownership Risk Management of Restaurant Franchise Companies Using Opinion Mining and Situational Crisis Communication Theory(SCCT)
2018, 42(8), pp.129-146
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism
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The purpose of this study was to know the risk response strategy for the owners of restaurant franchise companies using opinion mining and Situational Crisis Communication Theory (SCCT). Combs’ SCCT was used to analyze the personal problems associated with the classification of risk characteristics based on the volume of Google News. As a result of the analysis, corporate apology strategies, co-incidental strategies, and correction-action strategies were revealed. These strategies reassure customers through prevention of recurrence. It is also necessary to provide new metrics for rapid decision making and corporate culture through the analysis of the current environment. It can be said that the business structure of a single-person system is not reasonable for decision making. It is urgent to have a professional management system (CEO) for efficient business operation. These results could be used as basic research material to discuss the strategy of countermeasures against owner-occupied franchise companies using opinion mining.
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