The role of perceived vulnerability in restaurant customers’ co-creation behavior and repatronage intention during the COVID-19 pandemic
- 10 May 2021
- journal article
- research article
- Published by SAGE Publications in Journal of Vacation Marketing
- Vol. 28 (1), 38-51
- https://doi.org/10.1177/13567667211014932
Abstract
This study examines the antecedents of restaurant repatronage intention and the extent to which risk perception (i.e. perceived vulnerability) moderates the formation of that intention during the COVID-19 pandemic. Service fairness, trust, and co-creation behavior were investigated as the antecedents of restaurant diners’ repatronage intention formation process in the context of the COVID-19 pandemic. Using the data collected from people who had dined in a restaurant during the study period, a structural analysis was conducted with the Partial Least Squares method. The proposed model in the study explained a significant amount of the variance in the customers’ repatronage intention and partially supported the moderation effect of perceived vulnerability to COVID-19. The findings of the study contribute to advancing our knowledge of how the perceived vulnerability to COVID-19 leverages customers’ repatronage intention, which is affected by service fairness, trust, and co-creation behavior in the restaurant industry.Keywords
This publication has 56 references indexed in Scilit:
- Fairness Perceptions and Organizational Misbehavior: An Empirical StudyThe American Review of Public Administration, 2010
- How fairness garners loyalty in the pharmaceutical supply chainInternational Journal of Pharmaceutical and Healthcare Marketing, 2009
- CRITICAL INCIDENTS IN TOURISM: FAILURE, RECOVERY, CUSTOMER SWITCHING, AND WORD‐OF‐MOUTH BEHAVIORSJournal of Travel & Tourism Marketing, 2009
- Boomer Boom for Hospitality: Opportunities and ChallengesJournal of Hospitality Marketing & Management, 2009
- Exploring Customer Loyalty Following Service RecoveryJournal of Service Research, 2008
- When the means justify the ends: effects of observability on the procedural fairness and distributive fairness of resource allocationsJournal of Behavioral Decision Making, 2006
- Partial Least SquaresPublished by Wiley ,2005
- Transaction Evaluations and Relationship IntentionsJournal of Hospitality & Tourism Research, 2002
- Determinants of Long-Term Orientation in Buyer-Seller RelationshipsJournal of Marketing, 1994
- Towards an understanding of inequity.The Journal of Abnormal and Social Psychology, 1963