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

COVID-19 Safety Measures in the Food Service Sector: Consumers’ Attitudes and Transparency Perceptions at Three Different Stages of the Pandemic

The food service sector was among the hardest hit by the COVID-19 pandemic. This study aims to examine consumers’ attitudes towards and transparency perceptions of COVID-19-related safety measures and to identify determinants of consumers’ intentions and behaviour regarding visiting restaurants and bars once reopened. By also surveying food service businesses, this study allows for comparison between both target groups. A total of 1697 consumers and 780 businesses participated in this study, conducted in Belgium both during and in between waves of infections. The findings demonstrate that consumers evaluated safety measures as important when revisiting restaurants and bars, against business owners’ expectations. Both consumers’ revisit intentions and behaviours are influenced by the perceived importance of hygiene measures (negatively) and past visit frequency (positively). This study highlights the importance of good compliance with safety measures as a strategy to attract customers during the reopening period. Further, our findings emphasize the importance of transparent communication by food service businesses and the government.

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

The COVID-19 pandemic undesirably affected the hospitality industry, and therefore, preventive measures have been advocated as crucial when revitalizing or rejuvenating the industry. This study investigated the interplay of predicting role of COVID-19 preventive measures, perceived brand ethicality, and brand legitimacy in the hospitality industry in Tanzania during the period of reviving the industry. Furthermore, the study examines the mediating role of perceived brand ethicality in the relationship between COVID-19 preventive measures and brand legitimacy. Data were collected from a total of 405 customers of hospitality organizations recruited via an on-site survey. Data analyses were done using structural equation modeling. Overall, the results have shown that COVID-19 preventive measures had a direct positive effect on brand legitimacy. Additionally, COVID-19 preventive measures could enhance brand legitimacy indirectly via perceived brand ethicality. The study has significant implications for different hospitality organizations and operators in Tanzania and other countries during post the COVID-19 period.