Customers’ Intention to Recommend Takeaway Food during COVID-19 Pandemic
Abstract
Purpose: The aim of this study is to predict perceived risk and consumer willingness in recommending takeaway food from restaurant served in buffet style.
Methodology/Approach: This study used an online survey of 170 consumers who were selected based on purposive sampling method. The research questionnaire was adapted from previous research. The data were analysed using Structural Equation Modelling (SEM), with Smart PLS.
Findings: The research findings show that health risk and psychological risk have a positive effect on intention to recommend takeaway food. Meanwhile, quality risk and trust have no effect on intention to recommend takeaway food. In addition, psychological risk and quality risk have no effect on trust. This study also shows that trust does not function as a mediator of the relationship between health risk, psychological risk, quality risk, trust, and intention to recommend.
Research Limitation/Implication: This study only uses a self-report questionnaire by customers. For further research, to enrich the discussion, it is recommended to use interviews or FGD. In addition, this study only uses three risk variables. For the future, it is advisable to add other risk variables.
Originality/Value of paper: In other countries such as China, Korea and the United States, related research has been carried out, however for the context of RM Padang which is unique with all the menus served (Buffet) on the visiting customers’ table has not been found in literature.
References
Al-Ansi, A. and Han, H., 2019. Role of halal-friendly destination performances, value, satisfaction, and trust in generating destination image and loyalty. Journal of Destination Marketing and Management, [e-journal] 13, pp.51-60. DOI: 10.1016/j.jdmm.2019.05.007.
Al-Ansi, A., Olya, H.G.T. and Han, H., 2019. Effect of general risk on trust, satisfaction, and recommendation intention for halal food. International Journal of Hospitality Management, [e-journal] 83, pp.210-219. DOI: 10.1016/j.ijhm.2018.10.017.
Artigas, E.M., Yrigoyen, C.C., Moraga, E.T and Villalón, C.B., 2017. Determinants of trust towards tourist destinations. Journal Destination Marketing Management, [e-journal] 6(4), pp.327-334. DOI: 10.1016/j.jdmm.2017.03.003.
Bagozzi, R. and Yi, Y., 1988, On the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Sciences, 16(1), pp.74-94.
Day, S., Godsell, J., Masi, D. and Zhang, W., 2020. Predicting consumer adoption of branded subscription services: A prospect theory perspective. Business Strategy and the Environment, [e-journal] 29(3), pp.1310-1330. DOI: 10.1002/bse.2435.
DeFranco, A. and Morosan, C., 2017. Coping with the risk of internet connectivity in hotels: Perspectives from American consumers traveling internationally. Tourism Management, [e-journal] 61, pp.380-393. DOI: 10.1016/j.tourman.2017.02.022.
Fornell, C. and Larcker, D.F., 1981. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(Feb), pp.39-50.
Gössling, S., Scott, D. and Hall, C.M., 2020. Pandemics, tourism and global change: a rapid assessment of COVID-19. Journal of Sustainable Tourism, [e-journal] 29(1), pp.1-20. DOI: 10.1080/09669582.2020.1758708.
Gursoy, D. and Chi, C.G., 2020. Effects of COVID-19 pandemic on hospitality industry: review of the current situations and a research agenda. Journal of Hospitality Marketing and Management. [e-journal] 29(5), pp.527-529. DOI: 10.1080/19368623.2020.1788231.
Gursoy, D., Chi, C.G. and Chi, O.H., 2020. Restaurant and Hotel Industry Restaurant and hotel customers’ sentiment analysis Would they come back? If they would, when?. Pullman, WA: School of Hospitality Business Management, Carson College of Business at Washington State University.
Han, H. and Hyun, S.S., 2017. Impact of hotel-restaurant image and quality of physical-environment, service, and food on satisfaction and intention. International Journal of Hospitality Management, [e-journal] 63, pp.82-92. DOI: 10.1016/j.ijhm.2017.03.006.
Hong, I.B. and Cha, H.S., 2013. The mediating role of consumer trust in an online merchant in predicting purchase intention. International Journal of Information Management, [e-journal] 33(6), pp.927-939. DOI: 10.1016/j.ijinfomgt.2013.08.007.
Hoque, M.Z. and Alam, M.N., 2018. What determines the purchase intention of liquid milk during a food security crisis? The role of perceived trust, knowledge, and risk. Sustainabilit, [e-journal] 10(10), pp.1-22. DOI: 10.3390/su10103722.
Olya, H.G.T. and Al-Ansi, A., 2018. Risk assessment of halal products and services: Implication for tourism industry. Tourism Management, [e-journal] 65, pp.279-291. DOI: 10.1016/j.tourman.2017.10.015.
Olya, H.G.T. and Altinay, L.,2016. Asymmetric modeling of intention to purchase tourism weather insurance and loyalty. Journal of Business Research, [e-journal] 69(8), pp.2791-2800. DOI: 10.1016/j.jbusres.2015.11.015.
Hwang, J. and Choe, J.Y., 2020. How to enhance the image of edible insect restaurants: Focusing on perceived risk theory. International Journal of Hospitality Management, [e-journal] 87, pp.102-464. DOI: 10.1016/j.ijhm.2020.102464.
Jani, D. and Han, H., 2011. Investigating the key factors affecting behavioral intentions: Evidence from a full-service restaurant setting. International Journal of Contemporary Hospitality Management, [e-journal] 23(7), pp.1000-1018. DOI: 10.1108/09596111111167579.
Kahneman, D. and Tversky, A., 1979. Prospect Theory: An Analysis of Decision under Risk. Econometrica, 47(2), pp.263-292.
Kang, H., 2021. Sample size determination and power analysis using the G*Power software. Journal of Educational Evaluation for Health Professions, [e-journal] 18(17), pp.1-12. DOI: 10.3352/JEEHP.2021.18.17.
Kurniawan, I., 2020. Protokol Kesehatan dan Cara Mencegah Corona di Restoran. Neraca.co.id, [online] 19 September 2020. Available at:
Leeraphong, A and Mardjo, A., 2013. Trust and risk in purchase intention through online social network: A focus group study of facebook in Thailand. Journal of Economics, Business and Management, 1(4), pp.314-318.
Ling, K.C., Dazmin, D., Tan, H.P. and Kay, H.K., 2011. Perceived risk, perceived technology, online trust for the online purchase intention in Malaysia. International Journal of Business and Management, [e-journal] 6(6), pp.167-182. DOI: 10.5539/ijbm.v6n6p167.
Nunnally, J.C. and Bernstein, I.H., 1994. Psychometric Theory. 3rd Edition. New York: McGraw Hill.
Radic, A., Lück, M., Al-Ansi, A., Chua, B.-L., Seeler, S., Raposo, A., Kim, J.J. and Han, H., 2021. To dine, or not to dine on a cruise ship in the time of the covid-19 pandemic: The tripartite approach towards an understanding of behavioral intentions among female passengers. Sustainability, [e-journal] 13(5), pp.1-18. DOI: 10.3390/su13052516.
Sekaran, U. and Bougie, R., 2016. Research Methods For Business: A Skill Building Approach. New Jersey: Wiley.
Shin, Y., Shin, Y., Thai, V.V., Thai, V.V., Grewal, D., Grewal, D. and Kim, Y., 2017. Do corporate sustainable management activities improve customer satisfaction, word of mouth intention and repurchase intention? Empirical evidence from the shipping industry. International Journal of Logistics Management, [e-journal] 28(2), pp.555-570. DOI: 10.1108/IJLM-11-2015-0220.
Authors
This work is licensed under a Creative Commons Attribution 4.0 International License.