Xu Yang, Singh Smita, Olson Eric D, Jeong EunHa Lena
Department of Apparel, Events and Hospitality Management Iowa State University, 7E MacKay Hall, 2302 Osborn Drive, Ames, IA 50011-1078, USA.
School of Hospitality, Metropolitan State University of Denver, P.O. Box 173362, Denver, CO 80217-3362, USA.
Int J Hosp Manag. 2022 May;103:103206. doi: 10.1016/j.ijhm.2022.103206. Epub 2022 Mar 16.
As restaurants are resuming normal operations, COVID-19 mitigation strategies are still in place. An effective COVID-19 mitigation protocol may facilitate a more successful rebound since consumers may perceive a lowered risk to purchase food from the restaurant with protocols in place. However, little is known regarding how consumers evaluate restaurants' present efforts to contain the transmission of COVID-19. By using a rigorous scale development procedure, this study creates a scale to measure restaurant consumers' perceptions of COVID-19 mitigation strategies (acronym: PHASE): Protective equipment/technology (P); Health and hygiene (H); Access of purchase/serving (A); Safety measure for customers (S); and Employee safety measure (E). The study further identifies the areas that need to be improved by using importance-performance analysis. Findings of this study provide guidelines for restaurant professionals to potentially reallocate their existing resources to refine their COVID-19 mitigation strategies and to better prepare for the future.
随着餐厅恢复正常营业，新冠疫情缓解策略仍在实施。有效的新冠疫情缓解方案可能有助于实现更成功的反弹，因为消费者可能会觉得从实施了相关方案的餐厅购买食品风险较低。然而，对于消费者如何评估餐厅目前为遏制新冠病毒传播所做的努力，我们知之甚少。通过采用严格的量表开发程序，本研究创建了一个量表来衡量餐厅消费者对新冠疫情缓解策略的认知（首字母缩写：PHASE）：防护设备/技术（P）；健康与卫生（H）；购买/服务渠道（A）；顾客安全措施（S）；以及员工安全措施（E）。该研究还通过重要性-绩效分析确定了需要改进的领域。本研究的结果为餐饮行业专业人士提供了指导方针，以便他们有可能重新分配现有资源，完善其新冠疫情缓解策略，并为未来做好更好的准备。
