Fresh mindset, hygiene perception, QR code menu, and intention to re-dine among Jordanian consumers

Abstract

The COVID-19 pandemic has confronted hospitality and restaurant business enterprises across the globe by disrupting the entire ecosystem of the industry. Shutdowns and temporary closure decisions were necessary, as the primary focus for governments and their agencies is the safety of their people. Recently, restrictions have been eased and vaccines have been developed, despite this, strict measures are still intact. The important question, then, is what are the factors that can convince consumers to adjust and/or restore confidence in consumers to go back to dining in restaurants under the "new normal” banner. To provide preliminary insights, this paper investigates the impact of consumers with fresh mind-sets, restaurant hygiene, and QR code menu usage on intention to re-dine by building on reinforcement theory. Structural equation modeling technique was applied on survey data obtained from consumers who dined in luxury restaurants (n = 569) across multiple cities in Jordan. Results from the analyses illustrate that consumer fresh mind-sets, restaurant hygiene, and QR code menu usage are important predictors for consumer intention to re-dine in Jordanian eateries and restaurants. This research advances our knowledge on consumers' preferences and behaviors to dine in the post-Covid-19 era. It also makes an incremental contribution to the reinforcement of theoretical assumptions. Implications for theory and practice are prescribed for the concerned stakeholders. [ FROM AUTHOR] Copyright of Journal of Foodservice Business Research is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full . (Copyright applies to all s.)