Abstract
Restaurant business is one of the profit making and employment generation small scale businesses in India. Restaurant owners are on the verge of losing their businesses and suffering from different psychosocial stress due to COVID-19 lockdown. Therefore, this study explores the restaurant owners’ intention to sustain their business after the COVID-19 lockdown. This study has adopted an integrated model that combines the theory of planned behaviour (TPB) and the self-determination theory (SDT) to predict behavioural intention. ‘566’ participants from eight different cities of central India participated in the study. The results confirmed that the motivational factors (need satisfaction (NS) and need frustration (NF)) significantly influence the attitude (AT), subjective norms (SN), perceived behavioural control(PBC) and behavioural Intention (BI). The findings have also established the partial mediating effect of AT, SN, PBC on the relationship between motivational construct (NS & NF) and BI. The findings may help all the stakeholders to support the restaurant owners in their pursuit to continue business after the COVID-19 lockdown.
Highlights
The world witnessed the COVID-19 pandemic in December 2019
The findings reported in this research support the argument that the need satisfaction and need frustration play a significant role in predicting behavioural intention, where 68% of the variance in Behavioral Intention (BI) has been explained by the proposed variables (Table 4)
The finding would be helpful for government policymakers and other agencies to implement policies, which can help restaurant owners to sustain their business after the COVID-19 pandemic
Summary
The world witnessed the COVID-19 pandemic in December 2019. During the last six months, it has spread over more than 200 countries in the world. With an annual turnover of Rs 4.25 lakh crore, this industry contributes around 3% to India’s GDP (NRAI, 2020) It is the single largest employer with more than 73 lakhs people working for their livelihood. In their survey, the National Restaurant Association of India Industry (NRAI) has estimated that one in every four restaurants in India may never open again. Restaurants in Singapore, China, and South Korea, which had recently open after the COVID-19 lockdown, face similar problems. All these new, unexpected cost-related issues would land a severe blow to the restaurant’s bottom line. The situation is even worse in India, as the average dining out is only 4.1 per month (NRAI, 2020)
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