Café Food Safety and Its Impacts on Intention to Reuse and Switch Cafés during the COVID-19 Pandemic: The Case of Starbucks.

We explored the definition of food safety in the coffee service business during the 2019 coronavirus disease (COVID-19) pandemic because consumer values and decision-making may have been affected by the pandemic. The food safety dimensions are freshness, quarantine, hygiene, and healthiness. We evaluated the effects of café food safety on both the consumer intention to revisit a café and their intention to switch to other cafés. We used the Amazon Mechanical Turk system for data collection. In total, 474 individuals responded to the survey questions. We used the statistical package for the social sciences (SPSS) ver. 20.0 and the analysis of moment structure (AMOS) ver. 21.0. We subjected the definition of café food safety to confirmatory factor analysis and then used structural equations to test the research hypotheses. The four dimensions adequately defined food safety. The results indicated that food safety positively influenced the intention to revisit, although it had no significant impact on the intention to switch cafés. Our findings will assist managers because we identify the implications of food safety for the coffee service business.

Sustainable Home Meal Replacement (HMR) Consumption in Korea: Exploring Service Strategies Using a Modified Importance-Performance Analysis.

The COVID-19 pandemic has changed traditional consumer consumption behavior and requires a new service strategy to cope with sustainable consumption. Moreover, it is necessary to focus academic attention on consumer behavior to cook and eat more easily amid Korea's socioeconomic changes such as the increase in single-person households, aging, rising prices, and continuing economic recession. In this study, we used a revised importance-performance analysis (IPA) to identify specific measures to improve consumer satisfaction with home meal replacements (HMRs). An online survey of Korean adults who had purchased HMRs was conducted based on a convenience sampling method. According to the results, items that could be intensively improved were the 'introduction of new dishes', 'creation of various flavors', 'cost-effectiveness, and 'reasonable price', whereas 'easy to prepare', 'easily available', and 'identified country of origin' received favorable assessments. With the growth of the non-face-to-face economy due to COVID-19, our findings suggest marketing strategies for sustainable HMR consumption.