The COVID-19 pandemic has caused devastating financial decline within the restaurant industry. Dr. Elizabeth Yost from UCF Rosen College of Hospitality Management and her collaborator have undertaken research to understand what motivates customers in this unchartered landscape. They have developed a new theoretical model which focuses on the impact of customer risk perceptions and optimistic bias. Other influencers are personality traits and factors such as customer loyalty and trust, which Dr. Yost argues can be maintained through transparency of information.

Original Article

Yost, E, Cheng, Y, (2021) Customers’ risk perception and dine-out motivation during a pandemic: Insight for the restaurant industry. International Journal of Hospitality Management, 95. doi.org/10.1016/j.ijhm.2021.102889