Social distancing and wellbeing: conceptualizing actor distance and actor safe zone for pandemics

Will Social Distancing in Service Encounters Affect Consumers' Value Perception During the COVID-19 Pandemic? The Role of Servicescape, Self-Efficacy, and Technological Intervention

This study investigates how physical and psychological distance from one's surroundings may influence one's perception of connectedness with the servicescape and, ultimately, perception of value. It also examines the effect of consumers' techno-psychological differences and interaction modes on this distance-closeness relationship. The researchers develop and test a conceptual framework of how personal cognitive traits and technological intervention may alter consumers' perceived connectedness to the servicescape and influence their perceived value in different service settings. Via a quasi-experiment design in three service scenarios, this research shows a synthetical effect of contactless technology in the distancing setting that may work more effectively on high self-efficiency customers to change their perceived closeness to the servicescape and further change their evaluation of the service. The findings reveal the practical implications of social distancing for different types of consumers in service encounters during or after the COVID-19 pandemic.

Unveiling the effects of consumers' psychological distance on their reactance and related behavioral outcomes: Do lockdown restrictions matter?

This study examined consumers' psychological reactance, which is insufficiently explored in the literature. This research fills the gaps found in the literature reviewed and investigates how the psychological reactance of restaurant consumers developed because of social, temporal, and spatial distancing measures during COVID-19. This study also explored ways in which the restaurant industry can increase its compliance with COVID-19 restrictions in such a situation. We explored the effects of social, temporal, and spatial distancing on psychological reactance. We also identified the moderating effect of lockdown restrictions, which strengthen the psychological reactance developed because of (a) social distancing, (b) temporal distancing, and (c) spatial distancing. We collected data from restaurant consumers in Lahore. This study applied quantitative techniques (i.e., a test of normality, measurement model assessment, structural model assessment, and common method variance). The data were analyzed using IBM SPSS 25 and AMOS 24 and the results were interpreted and presented accordingly. This study added to the literature on psychological reactance, service management, and psychological distance. We could also help the restaurant industry overcome the challenges that occurred during the COVID-19 pandemic and the closures. This study could assist the restaurant industry to understand consumer behavior and attract potential consumers.

Restaurant hygiene attributes and consumers’ fear of COVID-19: Does psychological distress matter?

Restaurant unhygienic affairs have concerned consumers and policy makers alike since the onset of COVID-19 pandemic. The current study incorporates restaurant hygiene attributes—consumers-use spaces, personal hygiene of staff, workplace hygiene— and their association with consumers’ fear of COVID-19 (CFC). Moreover, how CFC educes consumers’ psychological distress (CSD) and the consequent behavioral reactions—preventive behavior (PB) and revisit intention (RI)— has been examined. Furthermore, perceived vulnerability (PV) employed as a moderator between hygiene attributes and CFC. Data collected from 407 respondents via Chinese online platform was analyzed in SPSS 25.0 and AMOS 24.0. Results showed significant association between hygiene attributes and CFC. Similarly, CFC significantly engenders CSD, which consequently effects PB. Contrarily to our hypothesis, CSD positively developed RI. Lastly, PV moderated the relationships between antecedents and CFC. Findings add to the literature of health management, consumer psychology, and service management with practical relevance, followed by limitations and potential future avenues.

To dine or not to dine? Collective wellbeing in hospitality in the COVID-19 era

The hospitality industry has been hard hit by the ongoing pandemic caused by the COVID-19 virus. As restaurants develop comprehensive reopening plans, consumers may still have mixed feelings about simple things such as going out for a meal. This paper explores wellbeing perceptions of restaurant diners. Based on the analysis of semi-structured interviews, this paper reveals that wellbeing in hospitality is a collective concept comprised of multiple domains of a service system, including macro, meso, and micro levels. Furthermore, this paper provides strong support to show that wellbeing is not only sought collectively, but also is determined by consumers' wellbeing perceptions of both themselves and others around them, and thus contributes to the wellbeing literature in the hospitality domain. Finally, this paper identifies potential concerns regarding crowding and behaviors of other guests, which extends the hospitality literature on perceived territoriality. The theoretical and practical implications are discussed in detail.