Factors Influencing Consumers' Decision to Dine in at Restaurants during the COVID-19 Pandemic
Keywords:
The COVID-19 pandemic, Amazing Thailand Safety and Health Administration (SHA), Consumers’ willingness to payAbstract
This research aims to study five factors which consumers took into their considerations for dining in restaurants during the COVID-19 pandemic. The factors include (1) trust of the Amazing Thailand Safety and Health Administration (SHA) Standard, (2) service quality, (3) hygiene, and (4) restaurant image. The current research employed quantitative method which used a questionnaire to collect the data from 400 participants. The participants were who had been to a restaurant receiving the SHA badge. The results of this study show that most respondents were willing to pay for food at restaurants providing the quality of silverwares and food containers, hygiene, and social distance respectively. Furthermore, restaurant operators can apply the results of this research to develop strategies enhancing consumers' decision to dine in at restaurants during the COVID-19 pandemic such as service quality, hygiene, service standard improvement to acquire SHA, and restaurant image etc.
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