Restaurant Customers' Quality Expectations: A Pre- and Post-COVID-19 Pandemic Comparison

Abstract

This study examines changes in restaurant customers' quality expectations prior to and after the COVID-19 pandemic. The purpose of this study is to investigate if and how restaurant customers' quality expectations have changed during the pandemic. In addition, the present research also aims to determine which marketing (7P) quality dimensions will best explain customers' expectations in the post-COVID era. With a snowball sampling method, a total of 421 valid online questionnaires were obtained. The structured questionnaire included 42 marketing quality indicators belonging to the seven marketing dimensions. In addition, exploratory factor analyses and a sign test were used to assess differences in quality expectations. Results indicate statistically significant differences in customers' quality expectations before and after the pandemic. Four factors (Product-Physical Evidence, Promotion, People, and Price) best explained customers' expectations before and five factors (Product-Physical Evidence, Placement-Promotion, People, Price, and Processes) after the crisis. This paper contributes to the marketing and restaurant management literature by providing a detailed understanding of the importance of the different marketing indicators before and after the crisis. By applying a 7P research concept, we have also facilitated an international benchmarking process. The conclusion provides suggestions for future research directions and information for restaurant managers.