How service quality affects consumer revisit behavior in chain restaurants: Lessons from COVID-19

Abstract

Comparison studies in the context of Taiwanese and Chinese restaurant chains remain scarce. This research utilized a comparison study to examine the key distinctions between Taiwanese and Chinese restaurant chains in their response to COVID-19 pandemic. Additionally, this paper also focused on the indirect effects of service quality on customer revisit intention during pandemic. The first study involved a renowned Taiwanese restaurant chain and revealed that service quality impacts revisit intention through brand equity and safety management system. The second study involved a popular Chinese hotpot restaurant chain and demonstrated that service quality affects revisit intention through gratification and reputation. Additionally, the moderating effects of safety perceived and perceived value were considered critical on revisit intention. This study highlighted adapting to local market conditions while prioritizing safety and customer satisfaction amid pandemic. It enriches academic discourse and offer practical insights for post-pandemic business recovery strategies.