Factors Influencing Customers’ Restaurant Dining Behaviour During and After the COVID-19 Pandemic
Abstract
The COVID-19 pandemic has drastically altered the dietary habits and preferences of the global population. Therefore, the aim of this study is to identify factors that influence customers’ restaurant dining behaviours and examine the most notable factors that influence the customers’ behaviours during and after the COVID-19 pandemic. This is because every patron would consider several matters before deciding to choose the type or location or restaurant they would like to eat at. Customers’ decisions are typically influenced by several variables and standards, including the quality of food, quality of service, physical environment, and facilities or amenities. This quantitative-research study has primarily targeted three states in the East Coast of Malaysia, namely Pahang, Terengganu, and Kelantan. The study has employed an online questionnaire to customers who have dined out at restaurants before and after the COVID-19 pandemic. A total of 405 participants have actively participated in the study and responded to all the questions in the online questionnaire. The findings of the study have indicated that food quality, service quality, restaurant environment, and facilities or amenities have a substantial impact on customer behaviour when dining out both during and after the COVID-19 pandemic.
References
Barbara T.H. Yen, Corinne Mulley, Matthew Burke, Wen-Chun Tseng. (2020). Parking and restaurant business: Differences in business perceptions and customer travel behaviour in Brisbane, Queensland, Australia, Land Use Policy, Volume 92, 2020, 103818, ISSN 0264-8377, https://doi.org/10.1016/j.landusepol.2019.01.021. (https://www.sciencedirect.com/science/article/pii/S0264837718309797)
Çetinsöz, B. C. (2019). Influence of Physical Environment on Customer Satisfaction and Loyalty in Upscale Restaurants, Journal of Tourism and Gastronomy Studies, 7 (2), 700-716. DOI:10.21325/jotags.2019.387
Cristo, M., Saerang, D.P.E., & Worang, F.G. (2017). The Influence of Price, Service Quality, and Physical Environment on Customer Satisfaction. Case Study Markobar Cafe Mando, Jurnal EMBA, 5 (2), 678-686.
Gaille, L. (2019, January 10). 13 Pros and Cons of Quantitative Research Methods. Retrieved from https://vittana.org/13-pros-and-cons-of-quantitative-research-methods
Gu, S.; Slusarczyk, B.; Hajizada, S.; Kovalyova, I.; Sakhbieva,A. (2021) Impact of the COVID-19 Pandemic on Online Consumer Purchasing Behavior.J. Theor. Appl. Electron. Commer. Res.2021,16, 2263–2281. https://doi.org/10.3390/jtaer16060125
Gupta, A. (2019). A Study on Factors Influencing the Choice of Restaurants in Haryana. IJRARInternational Journal of Research and Analytical Reviews, 6(1). Available at: http://ijrar.com/upload_issue/ijrar_issue_20543248.pdf. Retrieved on: August 23, 2022
Hidayat, D., Bismo, A., Basri, A.R., (2020) “The Effect of Food Quality and Service Quality Towards Customer Satisfaction and Repurchase Intention (Case Study of Hot Plate Restaurants)”, Manajemen Bisnis, Vol. 10, No. 01, pp.01-09, http://ejournal.umm.ac.id/index.php/jmb/article/view/11913
Hoang, T., & Suleri, J. (2021, December 28). Customer behavior in restaurants before and during COVID-19: A study in Vietnam | Research in Hospitality Management. Customer Behaviour in Restaurants before and during COVID-19: A Study in Vietnam Research in Hospitality Management
Iskender, A., Sirakaya-Turk, E., Cardenas, D., & Hikmet, N. (2022). Restaurant patrons’ intentions toward QR code menus in the U.S. during COVID-19: acceptance of technology adoption model (ATAM). Journal of Foodservice Business Research, 1–26. https://doi.org/10.1080/15378020.2022.2133518
Mahmood, H., Rehman, A. U., Sabir, I., Rauf, A., Afthanorhan, A., & Nawal, A. (2021). Restaurant Diners’ Switching Behavior During the COVID-19 Pandemic: Protection Motivation Theory. Frontiers; www.frontiersin.org. https://www.frontiersin.org/articles/10.3389/fpsyg.2022.833627/full
Majercakova, M., & Rostasova, M. (2021). Customer Behaviour and Sentiment Due to The COVID-19 Global Pandemic | SHS Web of Conferences. Customer Behaviour and Sentiment Due to The COVID-19 Global Pandemic | SHS Web of Conferences; www.shs-conferences.org. https://www.shs-conferences.org/articles/shsconf/abs/2021/03/shsconf_glob20_01029/shsconf_glob20_01029.html https://www.ajol.info/index.php/rhm/article/view/219312
McCombes, S. (2021, June 7). Research Design | A Step-by-Step Guide with Examples. Retrieved from https://www.scribbr.com/methodology/research-design/
Naude, P., & Rudansky-Kloppers, S. (2016). Perceptions Of Customers Regarding Their Expectations Of Service Quality In South African Full-Service Restaurants. International Business & Economics Research Journal (IBER), 15(2), 55–68. https://doi.org/10.19030/iber.v15i2.9609
Nguyen, H. M., Nguyen, T. H., Phan, C. A., & Matsui, Y. (2015). Service quality and customer satisfaction: A case study of the hotel industry in Vietnam. Asian Social Science, 11(10), 73–85.
Ozbek, O. T., & Yikdrim, G. (2020). How Covid-19 Influenced Restaurant Preferences of Customers? Social Mentality and Research Thinkers Journal. https://www.researchgate.net/publication/350236791_How_Covid-19_Has_Influenced_Restaurant_Preferences_Of_Customers
Pangiya, R. (2021). Impact of COVID-19 Pandemic on Customer Attitude and Online Services. https://www.researchgate.net/publication/356595527
Quilo, I.V., Lapian. S. L. H. V., & Wangke. S.J.C., (2022). Factors Affecting Restaurant Selection in The Coastal Area Of Tuminting Boulevard, Jurnal EMBA, Vol.10 No.4 Desember 2022, Hal. 1827-1834
Rajput A. & Gahfoor R. Z. (2020). Satisfaction and Revisit Intentions at Fast Food Restaurants. Future Business Journal 6(1):13 https://doi.org/10.1186/s43093-020-00021-0
Rao YH, Saleem A, Saeed W & Ul Haq J (2021) Online Consumer Satisfaction During COVID-19: Perspective of a Developing Country. Front. Psychol. 12:751854. doi: 10.3389/fpsyg.2021.751854
Ryu, K. & Han, H. (2011). New or repeat customers: How does the physical environment influence their restaurant experience? International Journal of Hospitality Management, 30(3), 599–611. https://doi.org/10.1016/j. ijhm.2010.11.004
Salim, S. (2022, March 8). Malaysia to Transition to Endemic Phase of Covid-19 on April 1, Says PM: theedgemarkets.com. https://www.theedgemarkets.com/article/malaysia-enter-endemic-phase-april-1-says-pm
Siedlecki, S. L. (2020). Understanding descriptive research designs and methods. Wolters Kluwer Health Inc.
Šostar, M., & Ristanović, V. (2022). Assessment of Influencing Factors on Consumer Behavior Using the AHP Model. Sustainability, 15(13), 10341. https://doi.org/10.3390/su151310341
Çetinsöz, B. C. (2019). Influence of Physical Environment on Customer Satisfaction and Loyalty in Upscale Restaurants, Journal of Tourism and Gastronomy Studies, 7 (2), 700-716. DOI:10.21325/jotags.2019.387
Cristo, M., Saerang, D.P.E., & Worang, F.G. (2017). The Influence of Price, Service Quality, and Physical Environment on Customer Satisfaction. Case Study Markobar Cafe Mando, Jurnal EMBA, 5 (2), 678-686.
Gaille, L. (2019, January 10). 13 Pros and Cons of Quantitative Research Methods. Retrieved from https://vittana.org/13-pros-and-cons-of-quantitative-research-methods
Gu, S.; Slusarczyk, B.; Hajizada, S.; Kovalyova, I.; Sakhbieva,A. (2021) Impact of the COVID-19 Pandemic on Online Consumer Purchasing Behavior.J. Theor. Appl. Electron. Commer. Res.2021,16, 2263–2281. https://doi.org/10.3390/jtaer16060125
Gupta, A. (2019). A Study on Factors Influencing the Choice of Restaurants in Haryana. IJRARInternational Journal of Research and Analytical Reviews, 6(1). Available at: http://ijrar.com/upload_issue/ijrar_issue_20543248.pdf. Retrieved on: August 23, 2022
Hidayat, D., Bismo, A., Basri, A.R., (2020) “The Effect of Food Quality and Service Quality Towards Customer Satisfaction and Repurchase Intention (Case Study of Hot Plate Restaurants)”, Manajemen Bisnis, Vol. 10, No. 01, pp.01-09, http://ejournal.umm.ac.id/index.php/jmb/article/view/11913
Hoang, T., & Suleri, J. (2021, December 28). Customer behavior in restaurants before and during COVID-19: A study in Vietnam | Research in Hospitality Management. Customer Behaviour in Restaurants before and during COVID-19: A Study in Vietnam Research in Hospitality Management
Iskender, A., Sirakaya-Turk, E., Cardenas, D., & Hikmet, N. (2022). Restaurant patrons’ intentions toward QR code menus in the U.S. during COVID-19: acceptance of technology adoption model (ATAM). Journal of Foodservice Business Research, 1–26. https://doi.org/10.1080/15378020.2022.2133518
Mahmood, H., Rehman, A. U., Sabir, I., Rauf, A., Afthanorhan, A., & Nawal, A. (2021). Restaurant Diners’ Switching Behavior During the COVID-19 Pandemic: Protection Motivation Theory. Frontiers; www.frontiersin.org. https://www.frontiersin.org/articles/10.3389/fpsyg.2022.833627/full
Majercakova, M., & Rostasova, M. (2021). Customer Behaviour and Sentiment Due to The COVID-19 Global Pandemic | SHS Web of Conferences. Customer Behaviour and Sentiment Due to The COVID-19 Global Pandemic | SHS Web of Conferences; www.shs-conferences.org. https://www.shs-conferences.org/articles/shsconf/abs/2021/03/shsconf_glob20_01029/shsconf_glob20_01029.html https://www.ajol.info/index.php/rhm/article/view/219312
McCombes, S. (2021, June 7). Research Design | A Step-by-Step Guide with Examples. Retrieved from https://www.scribbr.com/methodology/research-design/
Naude, P., & Rudansky-Kloppers, S. (2016). Perceptions Of Customers Regarding Their Expectations Of Service Quality In South African Full-Service Restaurants. International Business & Economics Research Journal (IBER), 15(2), 55–68. https://doi.org/10.19030/iber.v15i2.9609
Nguyen, H. M., Nguyen, T. H., Phan, C. A., & Matsui, Y. (2015). Service quality and customer satisfaction: A case study of the hotel industry in Vietnam. Asian Social Science, 11(10), 73–85.
Ozbek, O. T., & Yikdrim, G. (2020). How Covid-19 Influenced Restaurant Preferences of Customers? Social Mentality and Research Thinkers Journal. https://www.researchgate.net/publication/350236791_How_Covid-19_Has_Influenced_Restaurant_Preferences_Of_Customers
Pangiya, R. (2021). Impact of COVID-19 Pandemic on Customer Attitude and Online Services. https://www.researchgate.net/publication/356595527
Quilo, I.V., Lapian. S. L. H. V., & Wangke. S.J.C., (2022). Factors Affecting Restaurant Selection in The Coastal Area Of Tuminting Boulevard, Jurnal EMBA, Vol.10 No.4 Desember 2022, Hal. 1827-1834
Rajput A. & Gahfoor R. Z. (2020). Satisfaction and Revisit Intentions at Fast Food Restaurants. Future Business Journal 6(1):13 https://doi.org/10.1186/s43093-020-00021-0
Rao YH, Saleem A, Saeed W & Ul Haq J (2021) Online Consumer Satisfaction During COVID-19: Perspective of a Developing Country. Front. Psychol. 12:751854. doi: 10.3389/fpsyg.2021.751854
Ryu, K. & Han, H. (2011). New or repeat customers: How does the physical environment influence their restaurant experience? International Journal of Hospitality Management, 30(3), 599–611. https://doi.org/10.1016/j. ijhm.2010.11.004
Salim, S. (2022, March 8). Malaysia to Transition to Endemic Phase of Covid-19 on April 1, Says PM: theedgemarkets.com. https://www.theedgemarkets.com/article/malaysia-enter-endemic-phase-april-1-says-pm
Siedlecki, S. L. (2020). Understanding descriptive research designs and methods. Wolters Kluwer Health Inc.
Šostar, M., & Ristanović, V. (2022). Assessment of Influencing Factors on Consumer Behavior Using the AHP Model. Sustainability, 15(13), 10341. https://doi.org/10.3390/su151310341
Published
2024-09-01
How to Cite
HAMID, Munirah et al.
Factors Influencing Customers’ Restaurant Dining Behaviour During and After the COVID-19 Pandemic.
Asian Journal of Research in Education and Social Sciences, [S.l.], v. 6, n. S1, p. 152-161, sep. 2024.
Available at: <https://myjms.mohe.gov.my/index.php/ajress/article/view/27458>. Date accessed: 17 sep. 2024.
Section
English Section
