Consumer Preferences and Segmentation of Consumers of Food Services in Poland-during Pandemic

The research aimed to explore preferences regarding the selection of collective consumption, with attention being given to the following three research constructs: the attractiveness of collective consumption, economic determinants for using the offer of food services, as well as social and cultural determinants for consumer behaviours on the food services market. The research was conducted through a direct channel, using a questionnaire prepared to this end. The research process, during which primary data was gathered, comprised the following three stages: qualitative research, quantitative pilot research and proper quantitative research. The proper quantitative research covered a representative random sample of 2,102 Poles aged above 18. The article presents the results of research carried out to examine preferences regarding the use of food services provided by restaurants and attempts to categorise consumers of food services into segments. Empirical material was gathered and analysed to identify five consumer segments. The data obtained not only supplements existing research by providing up-to-date pandemic-related information on changing preferences on the food services market and gives restaurant owners (restaurateurs) guidance on designing food product architecture for individual consumer segments, but also provides a starting point for research hypotheses that can be formulated in future scientific research.

Key factors driving customers’ restaurant dining behavior during the COVID-19 pandemic

PurposeThis study aims to identify key factors that affected US respondents’ dining behavior at restaurants during the midst of the COVID-19 pandemic.Design/methodology/approachDue to the lack of a prior framework or model to test customers’ perceptions of dining-out behavior during this unprecedented time, this study used a mixed-methods approach, conducting two focus group discussions to generate potential restaurant attributes, followed by a US-based survey using an online panel. Using structural equation modeling, this study tested eight developed propositions.FindingsThe findings of this study indicated that the three key factors (i.e. restaurant dining environment, communication and hygiene and contactless features) made customers feel comfortable dining in the restaurant during the pandemic. Out of these three factors, only the restaurant dining environment and communication and hygiene were essential predictors for customers’ perceived trust toward the restaurant, leading to their willingness to pay more. This study used two moderators, customers’ perceived risk and support for restaurants to examine how they affected customers’ perceived trust and willingness to pay, respectively.Practical implicationsThis study provides both theoretical and practical implications to the current body of knowledge in customers’ dining-out behavior and the development of operational strategies for restaurants to accommodate customers’ changing dining-out behavior due to the COVID-19 pandemic. To develop a holistic conceptual framework, this study incorporates two COVID-19-focused measurement items, perceived risk and support of the restaurant, to identify their moderating roles in the relationships among the five proposed measurement items. This study provides restaurant operators with insights into the altered dining-out behavior of their customers due to the COVID-19 pandemic and prepares them for the post pandemic environment.Originality/valueDuring the unprecedented pandemic situation, few customers are willing to dine in restaurants. As local and national governments lifted the mandated COVID-19 protocols, restaurants opened their business slowly to cater to customers in compliance with the centers for disease control’s health and safety regulations. It is of utmost importance for restaurant operators to accommodate their customers’ needs when they dine in the middle of the COVID-19 pandemic. There is a paucity of research that has examined customers’ comfort level when dining in restaurants and customers’ preferred dining environment during the pandemic.

Key factors driving customers' restaurant dining behavior during the COVID-19 pandemic

Purpose This study aims to identify key factors that affected US respondents' dining behavior at restaurants during the midst of the COVID-19 pandemic. Design/methodology/approach Due to the lack of a prior framework or model to test customers' perceptions of dining-out behavior during this unprecedented time, this study used a mixed-methods approach, conducting two focus group discussions to generate potential restaurant attributes, followed by a US-based survey using an online panel. Using structural equation modeling, this study tested eight developed propositions. Findings The findings of this study indicated that the three key factors (i.e. restaurant dining environment, communication and hygiene and contactless features) made customers feel comfortable dining in the restaurant during the pandemic. Out of these three factors, only the restaurant dining environment and communication and hygiene were essential predictors for customers' perceived trust toward the restaurant, leading to their willingness to pay more. This study used two moderators, customers' perceived risk and support for restaurants to examine how they affected customers' perceived trust and willingness to pay, respectively. Practical implications This study provides both theoretical and practical implications to the current body of knowledge in customers' dining-out behavior and the development of operational strategies for restaurants to accommodate customers' changing dining-out behavior due to the COVID-19 pandemic. To develop a holistic conceptual framework, this study incorporates two COVID-19-focused measurement items, perceived risk and support of the restaurant, to identify their moderating roles in the relationships among the five proposed measurement items. This study provides restaurant operators with insights into the altered dining-out behavior of their customers due to the COVID-19 pandemic and prepares them for the post pandemic environment. Originality/value During the unprecedented pandemic situation, few customers are willing to dine in restaurants. As local and national governments lifted the mandated COVID-19 protocols, restaurants opened their business slowly to cater to customers in compliance with the centers for disease control's health and safety regulations. It is of utmost importance for restaurant operators to accommodate their customers' needs when they dine in the middle of the COVID-19 pandemic. There is a paucity of research that has examined customers' comfort level when dining in restaurants and customers' preferred dining environment during the pandemic.