DO THE CONTINGENCIES MATTER TO CRISIS MANAGEMENT? AN ANALYSIS OF THAI COMPANIES

Mixed-methods research was employed to study the determinants of crisis management in Thai companies. Both quantitative and qualitative data were gathered during the global spread of the pandemic crisis of COVID-19. The theoretical framework was constructed with crisis management protocols, contingencies, and previous articles. A total of 15 experts were involved in semi-structured interviews. Thematic analysis (TA) was posited as a qualitative data analysis method for identifying the important themes of effective crisis management. According to the quantitative analysis under the regression, logistics regression and discriminant analysis models, culture and leadership are both significantly correlated with the maturity of crisis management. Firms with different sizes and types lead to different approaches to the management of crises. TA proposed three themes related to the effectiveness of crisis management in the results.