Purpose

Does every customer respond in the same way to restaurants’ preventive measures (PM)? To answer this question, the purpose of the present study was to examine the moderating role of need-for-cognition (NC) and customer-restaurant relationship strength (RS) in the impact of restaurants’ PM on dine-in intentions using a trust (Study 1) and psychological discomfort (Study 2) as mediators.

Design/methodology/approach

Two studies were conducted using a 2 (PM: present vs control) × 2 (RS: strong vs weak) factorial design. NC was treated as a continuous variable in the regression model.

Findings

The results of two experimental studies showed that people with a high NC are more likely to show positive responses (higher trust and less discomfort) to restaurants’ PM when they have strong relationships with the restaurant. In contrast, people with a low NC did not show any interaction between PM and RS for trust and discomfort.

Practical implications

For restaurants targeting people with a high NC and with more returning customers than new customers, the study results suggest that safety measures should be promoted.

Originality/value

The present study expands the knowledge of customers’ reactions to restaurants’ PM by using the theoretical foundation of the ELM. The results of this study contribute to hospitality research by demonstrating the differences in customers’ thought processes according to their NC and the strength of their relationship with the restaurant.

中文翻译：

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疫情期间，餐馆的预防措施对谁更重要？认知需求和关系强度的调节作用

目的

每个顾客对餐厅预防措施 (PM) 的反应都一样吗？为了回答这个问题，本研究的目的是利用信任度检验认知需求（NC）和顾客与餐厅关系强度（RS）在餐厅 PM 对就餐意愿的影响中的调节作用（研究 1）和心理不适（研究 2）作为中介。

设计/方法论/途径

两项研究采用 2（PM：当前与对照）× 2（RS：强与弱）析因设计进行。NC 在回归模型中被视为连续变量。

发现

两项实验研究的结果表明，NC 较高的人与餐厅关系密切时，更有可能对餐厅 PM 表现出积极的反应（更高的信任度和更少的不适）。相比之下，NC 较低的人在 PM 和 RS 之间没有表现出任何信任和不适的相互作用。

实际影响

研究结果表明，对于以NC较高人群为目标人群且回头客多于新顾客的餐厅，应加强安全措施。

原创性/价值

本研究利用 ELM 的理论基础扩展了顾客对餐厅 PM 反应的了解。这项研究的结果通过展示顾客思维过程的差异（根据他们的 NC 以及他们与餐厅的关系强度）对酒店业研究做出了贡献。