EFFECT OF COVID-19 REGULATIONS ON CHOICE OF RESTAURANTS IN UMUAHIA METROPOLIS

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ABSTRACT

This study examined the effect of covid-19 regulations on choice of restaurants in Umuahia Abia state using five research objective; determine the effect of nose mask as a COVID-19 regulation on choice of restaurants in Umuahia; determine the effect of social distancing as a COVID-19 regulation on choice of restaurants in Umuahia; determine the effect of lockdown as a COVID-19 regulation on choice of restaurants in Umuahia; determine the effect of use of hand sanitizer regularly as a COVID-19 regulation on choice of restaurants in Umuahia.. Descriptive survey research design was used through administration of questionnaire to obtain information from the communities. Probability and Non-probability sampling technique was used to ascertain the population of the study. Purposive sampling was used to select five out of the ten autonomous communities from which 196 respondents was selected. The result found out that the demographic information of the respondents showed that 90 males (57.3%), majority of respondents are between the ages of 31 - 40 (21.7%), 73 were married (46.5%), majority of the customers visited restaurants in the study area amid COVID-19 regulations daily at (38.2) and majority (86%) of the respondents had formal education. The major findings showed that nose mask and lockdown as a COVID-19 regulation has significant effect on choice of restaurant and social distancing and use of hand sanitizer as a COVID-19 regulation has no significant effect on choice of restaurant in Umuahia metropolis. The study thus concludes that covid-19 regulations has a significant effect on customer’s choice of restaurants in the study area and recommended that hospitality businesses must focus on the guest experience and stage memorable experiences that stimulate all five senses and they must behave like hosts taking responsibility for the experience and creating lots of little surprises.









TABLE OF CONTENTS


Title Page                                                                                                                                i

Approval page                                                                                                                        ii

Declaration                                                                                                                                  iii

Certification                                                                                                                                  iv

Dedication                                                                                                                                     v

Acknowledgements                                                                                                                         vi

Table of content                                                                                                                            vii

List of tables                                                                                                                           x

Abstract                                             

 

CHAPTER 1: INTRODUCTION

1.1       Background of the Study                                                                                            1

1.2       Statement of Problem                                                                                                 3

1.3       Objectives of the Study                                                                                              4

1.4       Research Questions                                                                                                    4

1.5       Research Hypotheses                                                                                                  5

1.6       Significance of the Study                                                                                           5

1.7       Scope of the study                                                                                                      6

               

CHAPTER 2: REVIEW OF RELATED LITERATURE

2.1       CONCEPTUAL REVIEW                                                                                         7

2.1.1    COVID-19 Pandemic                                                                                                 7

2.1.2    Effect of Covid-19                                                                                                      11

2.1.2.1 Economic Effect                                                                                                         14

2.1.2.2 Health Effect                                                                                                              15

2.1.2.3 Social and Cultural Effect                                                                                          16

2.1.3    Effects on Restaurant Operation                                                                                17

2.1.4    Classification of Restaurants                                                                                      20

2.1.5    Criteria for Grading Restaurants                                                                                20

2.1.6    Types Of Restaurants                                                                                                 22

2.1.7    Choice of Restaurants                                                                                                 26

2.1.8    COVID-19 and Restaurant Operation                                                                        31

2.1.9 Prevention and Control of COVID-19 Outbreak in Restaurants                                 33

2.1.10  Challenges faced by owners of hospitality establishments in enforcing

covid-19 regulations                                                                                                   34

2.1.11  COVID-19 Protocols and Regulations                                                                       35

2.1.11.1 Factors affecting choice of covid-19 regulations                                                     36

2.2       THEORETICAL FRAMEWORK                                                                              36

2.3       EMPIRICAL REVIEW                                                                                              38

2.4       Gap in Knowledge                                                                                                      40

2.5       Summary of Related Literature                                                                                  40


CHAPTER 3: RESEARCH METHODOLOGY

3.1       Research Design                                                                                                         43

3.2       The Study Area                                                                                                           43

3.3       Population for the Study                                                                                             44

3.4       Sample and Sampling Techniques                                                                             44

3.5       Instrument for Data Collection                                                                                   45

3.6       Validation of Instrument                                                                                          45

3.7       Reliability of Instrument                                                                                            45

3.8       Data Collection Technique                                                                                         46

3.9       Method of Data Analysis                                                                                            46


CHAPTER 4: RESULTS AND DISCUSSION

4.1       RESULTS                                                                                                                   47

4.1.2    Demographic Data of Respondents                                                                            48

4.1.3    Analysis of Research Questions                                                                                 49

4.1.4    Hypotheses Testing                                                                                                    57

4.2       Discussion of Findings                                                                                               59

4.3       Inferential Statistics and Hypotheses Testing                                                           56

4.3.1    Descriptive Statistics                                                                                                 57

4.3.2    Hypotheses Testing                                                                                                   58

4.4       Discussion of Findings                                                                                               61


CHAPTER 5: SUMMARY, CONCLUSION AND RECOMMENDATION

5.1       SUMMARY OF FINDINGS                                                                                      66

5.1.1    Restatement of the Problem                                                                                       66

5.1.2    Major Findings                                                                                                           67

5.2       Conclusion                                                                                                                  67

5.3       Recommendation                                                                                                       67

5.4       Suggestion For Further Studies                                                                                  68

REFERENCES                                                                                                         65

 

 

  

 

 

 

 

LISTS OF TABLES


Table 4.1     Response rate                                                                    47

Table 4.2     Demographic data of respondents                                                                      48

Table 4.3:    The effect of nose mask as a COVID-19 regulation on your

choice of restaurant                                                                                        49

Table 4.3: The effect of social distancing as a COVID-19 regulation

     on your choice of restaurant                                                                                  51

Table 4.4: The effect of lockdown as a COVID-19 regulation on your

     choice of restaurant.                                                                                              53

Table 4.5: The effect of use of hand sanitizer as a COVID-19 regulation on

     your choice of restaurant.                                                                                      55

Table 4.6 Descriptive Statistics                                                                                          57

Table 4.7 Regression Estimate on the Effect of COVID-19 Regulations

    on Customer’s Choice of Restaurants in Umuahia                                         58


 






 

CHAPTER 1


1.0        INTRODUCTION

1.1       BACKGROUND OF THE STUDY

The food service industry is all the food and drink outlets, such as restaurants, coffee shops, pubs, clubs, bars, and accommodation venues. This industry has been recorded as growing significantly in recent years and is expected to continue this positive development in the future (Market Line, 2019). It is one of the fastest growing industries in the world with an increasing demand for eating out, and it is contributing to global and national economic growth.

Focusing specifically on the restaurant, it is considered “one of the fastest growing business in Umuahia” (Dozie, 2015). Together with the forward pace of its economy, the foodservice industry noted a considerable expansion in the past three years. As customers are more exposed to different types of restaurant settings, they developed a complex set of attributes for selecting a restaurant for their excellent dining experience. The first competition, customers’ changing lifestyles and growing desires are features that shape restaurant marketplace. Thus, restaurant managers should be prepared to meet these challenges

The corona virus disease of 2019 (Covid-19) pandemic gripped the world with a shock. The pandemic has caused global social disruption by limiting global social relations (Tupper, 2020). The idea of “social distancing” negates regular social interaction, which is the bedrock of human society (Younde, 2020). A contagious disease of global health importance also disrupts the usual norms of close physical contacts since the disease transmits through contact with individuals who already contracted the disease. COVID-19 de-globalizes the world in terms of human migration with airports shut, and social events (sports, festivals and the likes) postponed indefinitely. The "stay-at-home" campaign and proscription of (large) social gatherings mean that social interaction has been limited. Globalization, which signifies compression of time and space, aids the transmission of diseases on a global scale, facilitating the spread of COVID-19. According to Youde, (2020), world has been witnessing global trade, movement of people, and the globalization of health. The global transmission of diseases is one of the dysfunctions or latent functions of globalization, which offers both opportunities and catastrophes. The world is a global village; hence the health of individuals is intrinsically linked irrespective of distance.

The hospitality industry has been notably affected. Restaurants and other outlets in the industry have been locked down due to the quarantine regulations aimed at preventing the spread of the coronavirus. Therefore, the whole industry has experienced a delay in its development. Before COVID-19, several pieces of research have stated that food quality, service quality and physical environment are the three main factors that affect customer behaviour when going to a restaurant, as mentioned above. However, Tiedt, (2020) found that among all the elements which influence customer satisfaction, cleanliness has achieved the highest percentage during the pandemic. The rapid spread of COVID-19 has probably changed the main consideration of customers when going to a food or drink outlet based on health protection. Yu (Dutta et al., 2014) states that customer satisfaction is when the customer goes back and recommends others to visit the place. As a result, it relates to the level of customer loyalty and future intentions.

Furthermore, delivery has become more common and has recorded a rise in demand due to home quarantines and distancing regulations. Therefore, this study has been conducted on restaurants in Umuahia metropolis to emphasize and find out what factors affect customer choice, including customer satisfaction, customer loyalty and behavioural intentions, and how it has changed compared to before and during the COVID-19 crisis. Additionally, the study is also aimed at understanding whether both the delivery option and physical environment especially cleanliness have a role in determining these behaviours.

Dutta et al., (2014) mention that whether a customer will return to a restaurant depends on the satisfaction of their previous experience. Therefore, it is essential to know which elements will affect customer satisfaction the most during their customer experience when visiting a restaurant to eat. Recognising how customer choice has changed during the COVID-19 situation will enable restaurant managers to make suitable improvements to ensure customer satisfaction in this difficult time. Thus, they probably could enhance the brand image and attract more customers. The result can help to create recommendations for innovations and new policies according to the changes in customer behaviour.


1.2       Statement of Problem

Meeting customer expectations in terms of delivering fresh and nutritionally palatable and warrant-satisfying menu offerings on a regular basis is seemingly becoming a challenge to restaurants these days. A casual observation reveals that some customers of food service operations hardly stick with them as the customers have become multi-dimensional in their consumption patterns, defecting or switching at will. Customers often complain about the quality of menu offerings served at certain food service establishments as not meeting their expectations in terms of being fresh and palatable.

Despite the fact that there have been many studies conducted on the choice of restaurants, there is no research on the impact of COVID-19 regulations on choice of restaurants and a majority of these researches revolved around only one or a few particular factors related to choice of restaurant. For example Barber et al. (2011) investigated how was service quality influenced by tangible elements only, while Ha and Jang (2010) discovered how was service quality affected by few dimensions including assurance, reliability, and responsiveness. Henceforth, there still seem to be areas calling for more scrutiny with the intention of recognizing the combined effects of tangible and intangible factors on service quality. Restaurants play a vital role in tourism industry (Novelli et al., 2006). In addition, growing rate of work affects people to use more restaurants and its affect to increase competition among them to attract more customers. On the other hand, increasing restaurant provide customers more alternative for choose (Haghighi et al., 2012). Therefore, choice is considered as the most important factor for restaurant to attract more customers, hence, more profitable. These are the gaps in literature that this present study attempt to fill and are therefore the motivation for this study.


1.3       Objectives of the Study

The main objective of this study is to determine the effect of COVID-19 regulations on customer’s choice of restaurants in Umuahia metropolis. The following specific objectives shall be investigated;

      i.         To determine the effect of nose mask as a COVID-19 regulation on choice of restaurants in Umuahia;

     ii.         To determine the effect of social distancing as a COVID-19 regulation on choice of restaurants in Umuahia;

   iii.         To determine the effect of lockdown as a COVID-19 regulation on choice of restaurants in Umuahia;

   iv.         To determine the effect of use of hand sanitizer regularly as a COVID-19 regulation on choice of restaurants in Umuahia.


1.4       Research Questions

The following research questions were formulated to guide the study;

1.     What is the effect of nose mask as a COVID-19 regulation on choice of restaurants in restaurants in Umuahia;

2.     What is the effect of social distancing as a COVID-19 regulation on choice of restaurants in restaurants in Umuahia;

3.     What is the effect of lockdown as a COVID-19 regulation on choice of restaurants in restaurants in Umuahia;

4.     What is the effect of use of hand sanitizer as a COVID-19 regulation on choice of restaurants in restaurants in Umuahia;


1.5       Research Hypotheses

In order to realize the specific objectives, the following research hypotheses were formulated in a null form:

HO1: Nose mask as a COVID-19 regulation has no significant effect on choice of restaurant in restaurants in Umuahia

HO2: Social distancing as a COVID-19 regulation has no significant effect on choice of restaurant in restaurants in Umuahia

HO3: Lockdown as a COVID-19 regulation has no significant effect on choice of restaurant in restaurants in Umuahia

HO4: Hand sanitizer as a COVID-19 regulation has no significant effect on choice of restaurant in restaurants in Umuahia


1.6       Significance of the Study

The findings of this research will be of great importance to restaurant owners, management and restaurant consumers/customers and future researchers/students.

To restaurant owners; a well-designed workplace will lead to more productive and sustainable employees, customer retention and also provide maximum productivity with minimum cost to restaurant owners.

To the management, the findings of the study will also guide policy and practice on post covid-19 restaurant usage in the country. Service quality management frees up management time from redressing problem and directs management time and effort to; quality service, increased production, customer satisfaction etc

To the restaurant consumers/customers, customers can also benefit when the organization put in effective practices by ascertaining the need or value of what the customer want and what they paid for quality products and excellent services can help in customer retention thereby creating processes and procedures that leads to coping with COVID-19 baggage’s.

To the students, it will serve as a source of reference for future.

The study will add to existing empirical literature on Covid-19 and patrons occupancy rate.


1.7       Scope of the study

The content scope of this study focuses on the relationship between COVID-19 regulations and choice of restaurants.

Geographically, the study was carried out in Umuahia, Abia state.

In terms of unit scope, consumers of restaurant goods and service will form the unit scope.

 

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