COVID-19 preventive measures and restaurant customers’ intention to dine out: the role of brand trust and perceived risk

Abstract

This study examined the roles of perceived preventive measures and brand trust on the intention to dine out at restaurants during the reopening period in the United States. A total of 587 participants, recruited through a market research company completed the data. Multiple regression was used for data analysis. The results indicated that perceived importance of preventive measures enhanced customers’ intention to dine out via brand trust. Perceived risk moderated the relationship between perceived importance of preventive measures and brand trust. The study provided significant implications for restaurant operation during the reopening period.

Investigating the predicting role of COVID-19 preventive measures on building brand legitimacy in the hospitality industry in Tanzania: mediation effect of perceived brand ethicality

“…It is widely accepted that perceived brand ethicality, i.e., ethical practices by hospitality organizations, could help build brand legitimacy. These results align with [ 64 ] that COVID-19 preventive measures are important renovated strategies that motivate customers to dine out. Overall, customers consider hospitality organizations that implement COVID-19 preventive measures socially and morally responsible.…”

“…Furthermore, health preventive behavior and overall destination attachment are crucial drivers of various tourists' outbound travel behaviors. In addition, the results are in line with [ 64 ], who revealed the mediating role of brand trust in the relationship between the perceived importance of preventive measures and customers’ intention to dine out. In addition, the relationship between the perceived importance of preventive measures and brand trust is moderated by the positive country of origin effect.…”

“…However, to ensure all measurement scale fit the study settings and methodological issues in the hospitality industry, modifications were made through rewordings, coding, and replacing phrases or statements as presented in Table 2 . COVID-19 preventive measures were captured using five measurement items adopted from [ 61 , 64 ]. Perceived brand ethicality was measured by adopting five measurement scale by [ 14 , 33 ].…”

“…Furthermore, empirical evidence indicates that customers of hospitality organizations such as restaurants and hotels miss socializing with friends while also watching sporting events on the big screens in bars [ 61 ]. However, when different countries, including Tanzania, have taken measures to revive the hospitality industry during the post-COVID-19 pandemic, the empirical evidence suggests that customers differ significantly in predicting the role of preventive measures against COVID-19 on business operations [ 64 ]. This debate was also investigated by scholars such as [ 23 ].…”

“…In addition, Tanzania has adopted prevention measures or guidelines by the World Health Organization (WHO) to assist hospitality organizations to operate safely [ 46 ]. Overall guidelines by WHO cover preventive measures in most critical areas, such as food safety, cleaning and sanitizing, employee health and hygiene, and social distancing [ 64 ]. Thus, COVID-19 preventive measures can be described as health and safety measures by WHO that suggest and highlight principles and guidelines to be followed to slow the spread of the pandemic.…”