Millennials’ perception of safety and hygiene measures, perceived health risk, satisfaction and behavioural intention at upscale restaurants amid COVID-19 pandemic

The new normal of social distancing policy and health risks has shaped customers’ dining out behaviors at restaurants. This study applied qualitative and quantitative methods to explore the written comments of consumer-generated media on food and service quality and safety and hygiene prevention measures at upscale restaurants during the COVID-19 pandemic. The current study also investigated the impact of safety and hygiene prevention measures on perceived health risks, customer satisfaction, and behavioral intention via the stimulus-organism-response model. Written comments from 10 upscale restaurants were collected, and a purposive sampling approach was used to recruit Millennial respondents to participate in a self-administered survey. Results show different areas of comments provided by customers in the aspects of staff issues, hardware, amenities and other measures. Relationships among safety and hygiene prevention measures, perceived health risks, customer satisfaction and behavioral intention exist. Theoretical development on motivation factors to dine out and managerial implications were discussed.