Will Macau’s Restaurants Survive or Thrive after Entering the O2O Food Delivery Platform in the COVID-19 Pandemic?
Abstract
:1. Introduction
2. Literature Review
2.1. O2O Takeaway
2.2. Factors Affecting the Dining Experience
2.2.1. Service Quality
2.2.2. Brand Reputation
2.2.3. Value for Money
3. Methodology
3.1. Study 1: Comments of Customers on O2O Platforms
3.1.1. Sample
3.1.2. Steps of Content Analysis
3.1.3. Coding Standards
3.2. Study 2: Interview with Restaurant Managers
4. Findings
4.1. Study 1
4.1.1. Outcome Quality
Texture, Portion Size, and Taste
“Do not buy this discount food. I know why it is discounted after one bite because the chicken chop is sour.”
“The taste is so-so. The key is that the portion is relatively small and is not enough for girls to eat, which is a bit sad.”
Freshness
“The mung bean paste had a sour smell as soon as it was opened, and it was going bad. I thought maybe I was wrong, and I tried it, and I wanted to spit it out. I do not know why the restaurant still sells it to customers, I am extremely disappointed, and I will never order again!”
“Sea urchins are not fresh when they turn black. After eating, it succumbs. I do not know if it is related to it or not.”
Menu Variety, Presentation, and Temperature
“I hope the restaurant adds new options and provides a new menu.”
4.1.2. Interaction Quality
Empathy
“The small portion of seasonal vegetables that was given for free is quite good and nutritionally balanced. I will order again next time.”
Assurance, Reliability, and Responsiveness
“The store owner was so patient and polite when I asked for an explanation. I like it.”
“I waited for two hours today, and I have been calling the restaurant to no avail.”
Service Failure Recovery
“Last time I order pork chop, but I have not received it. This time, I explained to the merchant in the remarks, and they made up for their mistake, which was very good!”
4.1.3. Food Packaging
Solid Packaging
“Half of the soup spilled, the tableware was soaked, and a whole piece of wrapping paper was stuck on the chopsticks. It was a bad experience.”
Premium Packaging
“Food is not the point. The point is that the bags delivered are super cute.”
“The packaging was not good, and the juice spilled.”
Eco-Packaging
“The packaging bag is gorgeous, and it can be reused for environmental protection.”
“Two plastic bags are delivered together, which is not environmentally friendly. The merchant should adjust it.”
Hygienic Packaging
“The packaging is clean and hygienic, and gloves are provided for easy consumption.”
4.1.4. Brand Credibility
“Sure enough, Macau’s No. 1 Sichuan cuisine.”
“Great taste, long-lasting brand.”
4.1.5. Delivery
“Just a small problem. I do not know if you did not cover it properly or if the rider caused it. When it was delivered, the contents of a whole bag spilled out.”
4.1.6. Hygiene
“The merchant is prudent enough to separate the sauce from the pho.”
“When I opened it, I found that there was no glue separating the soup, and there was no soup inside the soaked rice. The inside and outside of the plastic bag were wet.”
4.1.7. Value for Money
“Limited meat, small portions, fried beef is not worth MOP 58.”
“Yes, I will order again next time. The takeaway staff took the initiative to drive to the company’s door on a rainy day. It was a good experience.”
4.1.8. Loyalty, Satisfaction, and Quality of Experience
“The taste is good. I want to try other dishes next time.”
4.1.9. Visualization of Results
4.1.10. Graph results
4.2. Study 2
4.2.1. Reasons for Providing Third-Party Delivery and in-House Delivery Services
4.2.2. Differences before and after the Pandemic
Value for Money
“Before COVID-19, customers ordering through the O2O platform usually spend 50 to 60 MOP, while after COVID-19, customers usually spend 20 to 30 MOP. It is estimated that because the economy is not good or some people lost their jobs, so they have to reduce their spending and focus on low-cost consumption.”
Outcomes and Interaction Quality
“Customers reported that they had waited for more than an hour for takeout, and the food had become cold after it was delivered, and they complained to us.”
Packaging
“There are certain requirements for takeout boxes used to store food, including the need to meet the three aspects of ‘heat preservation, leakage prevention, and heat resistance,’ and this problem brought a ‘headache’ for restaurants that want to respond to environmental protection initiatives because Macau does not have many choices, and the materials widely used do not meet the environmental requirements.”
Hygiene
“Each delivery driver will undergo a comprehensive series of trainings to ensure that they fully understand the hygiene guidelines for online ordering and delivery services during the delivery process.”
Delivery Speed and Service Failure
“We were originally a tourist business; the taste of our food, our products, and even the atmosphere of our restaurant are actually designed to attract tourists. But now, we can only rely on sporadic neighborhoods to help, so we had to change the taste of our food.”
5. Conclusions
5.1. Theoretical Significance
5.1.1. O2O Inducing Factors
5.1.2. O2O Influence Factors
5.1.3. COVID-19 Influence Factors
5.1.4. Cross-Context Dominant Factors
5.2. Management Significance
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
- Liang, L. Life after lockdown: How China went back to work. BBC Worklife 2020. [Google Scholar]
- Ray, A.; Dhir, A.; Bala, P.K.; Kaur, P. Why do people use food delivery apps (FDA)? A uses and gratification theory perspective. J. Retail. Consum. Serv. 2019, 51, 221–230. [Google Scholar] [CrossRef]
- Yeo, V.C.S.; Goh, S.-K.; Rezaei, S. Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services. J. Retail. Consum. Serv. 2017, 35, 150–162. [Google Scholar] [CrossRef]
- Kiatkawsin, K.; Han, H. What drives customers’ willingness to pay price premiums for luxury gastronomic experiences at Michelin-starred restaurants? Int. J. Hosp. Manag. 2019, 82, 209–219. [Google Scholar] [CrossRef]
- Han, H.; Hyun, S.S. Impact of hotel-restaurant image and quality of physical-environment, service, and food on satisfaction and intention. Int. J. Hosp. Manag. 2017, 63, 82–92. [Google Scholar] [CrossRef]
- Meng, J.G.; Elliott, K.M. Predictors of relationship quality for luxury restaurants. J. Retail. Consum. Serv. 2008, 15, 509–515. [Google Scholar] [CrossRef]
- Cho, M.; Bonn, M.A.; Li, J.J. Differences in perceptions about food delivery apps between single-person and multi-person households. Int. J. Hosp. Manag. 2019, 77, 108–116. [Google Scholar] [CrossRef]
- Kapoor, A.P.; Vij, M. Technology at the dinner table: Ordering food online through mobile apps. J. Retail. Consum. Serv. 2018, 43, 342–351. [Google Scholar] [CrossRef]
- Stewart, D.W. The role of method: Some parting thoughts from a departing editor. J. Acad. Mark. Sci. 2009, 37, 381–383. [Google Scholar] [CrossRef] [Green Version]
- Alvesson, M.; Sandberg, J. Generating research questions through problematization. Acad. Manag. Rev. 2011, 36, 247–271. [Google Scholar]
- Sandberg, J.; Alvesson, M. Ways of constructing research questions: Gap-spotting or problematization? Organization 2011, 18, 23–44. [Google Scholar] [CrossRef]
- Yang, F.X.; Li, X.; Lau, V.M.-C.; Zhu, V.Z. To survive or to thrive? China’s luxury hotel restaurants entering O2O food delivery platforms amid the COVID-19 crisis. Int. J. Hosp. Manag. 2021, 94, 102855. [Google Scholar] [CrossRef] [PubMed]
- Kang, J.-W.; Namkung, Y. The information quality and source credibility matter in customers’ evaluation toward food O2O commerce. Int. J. Hosp. Manag. 2019, 78, 189–198. [Google Scholar] [CrossRef]
- Xiao, L.; Zhang, Y.; Fu, B. Exploring the moderators and causal process of trust transfer in online-to-offline commerce. J. Bus. Res. 2019, 98, 214–226. [Google Scholar] [CrossRef]
- Gunden, N.; Morosan, C.; DeFranco, A. Consumers’ intentions to use online food delivery systems in the USA. Int. J. Contemp. Hosp. Manag. 2020, 32, 1325–1345. [Google Scholar] [CrossRef]
- Lee, S.W.; Sung, H.J.; Jeon, H.M. Determinants of Continuous Intention on Food Delivery Apps: Extending UTAUT2 with Information Quality. Sustainability 2019, 11, 3141. [Google Scholar] [CrossRef] [Green Version]
- He, Z.; Han, G.; Cheng, T.; Fan, B.; Dong, J. Evolutionary food quality and location strategies for restaurants in competitive online-to-offline food ordering and delivery markets: An agent-based approach. Int. J. Prod. Econ. 2019, 215, 61–72. [Google Scholar] [CrossRef]
- Erkmen, E.; Hancer, M. Building brand relationship for restaurants: An examination of other customers, brand image, trust, and restaurant attributes. Int. J. Contemp. Hosp. Manag. 2019, 31, 1469–1487. [Google Scholar] [CrossRef]
- Hyun, S.S.; Kang, J. A better investment in luxury restaurants: Environmental or non-environmental cues? Int. J. Hosp. Manag. 2014, 39, 57–70. [Google Scholar] [CrossRef]
- Brady, M.K.; Cronin, J.J., Jr. Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. J. Mark. 2011, 65, 34–49. [Google Scholar] [CrossRef] [Green Version]
- Grönroos, C. A Service Quality Model and its Marketing Implications. Eur. J. Mark. 1984, 18, 36–44. [Google Scholar] [CrossRef]
- Clemes, M.; Mohi, Z.; Li, X.; Hu, B. Synthesizing moderate upscale restaurant patrons’ dining experiences. Asia Pac. J. Mark. Logist. 2018, 30, 627–651. [Google Scholar] [CrossRef]
- Hwang, J.; Ok, C. The antecedents and consequence of consumer attitudes toward restaurant brands: A comparative study between casual and fine dining restaurants. Int. J. Hosp. Manag. 2013, 32, 121–131. [Google Scholar] [CrossRef]
- Parasuraman, A.; Zeithaml, V.A.; Berry, L. SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. J. Retail. 1988, 64, 12–40. [Google Scholar]
- Ryu, K.; Lee, H.; Kim, W.G. The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. Int. J. Contemp. Hosp. Manag. 2012, 24, 200–223. [Google Scholar] [CrossRef]
- Bitner, M.J. Servicescapes: The impact of physical surroundings on customers and employees. J. Mark. 1992, 56, 57–71. [Google Scholar] [CrossRef]
- Chen, A.; Peng, N.; Hung, K.P. The effects of luxury restaurant environments on diners’ emotions and loyalty: Incorporating diner expectations into an extended Mehrabian-Russell model. Int. J. Contemp. Hosp. Manag. 2015, 27, 236–260. [Google Scholar] [CrossRef]
- Erdem, T.; Swait, J. Brand Equity as a Signaling Phenomenon. J. Consum. Psychol. 1998, 7, 131–157. [Google Scholar] [CrossRef]
- Erdem, T.; Swait, J. Brand Credibility, Brand Consideration, and Choice. J. Consum. Res. 2004, 31, 191–198. [Google Scholar] [CrossRef]
- Baek, T.H.; Kim, J.; Yu, J.H. The differential roles of brand credibility and brand prestige in consumer brand choice. Psychol. Mark. 2010, 27, 662–678. [Google Scholar] [CrossRef] [Green Version]
- Jin, N.P.; Goh, B.; Huffman, L.; Yuan, J.J. Predictors and Outcomes of Perceived Image of Restaurant Innovativeness in Fine-Dining Restaurants. J. Hosp. Mark. Manag. 2015, 24, 457–485. [Google Scholar] [CrossRef]
- Rao, A.R.; Monroe, K.B. The effect of price, brand name, and store name on buyers’ perceptions of product quality: An integrative review. J. Mark. Res. 1989, 26, 351–357. [Google Scholar]
- Wiedmann, K.-P.; Hennigs, N.; Siebels, A. Value-based segmentation of luxury consumption behavior. Psychol. Mark. 2009, 26, 625–651. [Google Scholar] [CrossRef]
- Buhalis, D. Technology in tourism-from information communication technologies to eTourism and smart tourism towards ambient intelligence tourism: A perspective article. Tour. Rev. 2019, 75, 267–272. [Google Scholar] [CrossRef]
- Strauss, A.; Corbin, J. Basics of Qualitative Research; Sage Publications: Newbury Park, CA, USA, 1900. [Google Scholar]
- Narayanan, R.; Liu, B.; Choudhary, A. Sentiment analysis of conditional sentences. In Proceedings of the 2009 Conference on Empirical Methods in Natural Language Processing, Singapore, 6–7 August 2009; pp. 180–189. [Google Scholar]
- Tsur, O.; Davidov, D.; Rappoport, A. ICWSM—A great catchy name: Semi-supervised recognition of sarcastic sentences in online product reviews. In Proceedings of the Fourth International AAAI Conference on Weblogs and Social Media, Menlo Park, CA, USA, 23–26 May 2010. [Google Scholar]
- Kassarjian, H.H. Content Analysis in Consumer Research. J. Consum. Res. 1977, 4, 8–18. [Google Scholar] [CrossRef]
- Cohen, J. Weighted kappa: Nominal scale agreement provision for scaled disagreement or partial credit. Psychol. Bull. 1968, 70, 213–220. [Google Scholar] [CrossRef] [PubMed]
- Feldman, R. Techniques and applications for sentiment analysis. Commun. ACM 2013, 56, 82–89. [Google Scholar] [CrossRef]
- Ma, E.; Qu, H.; Eliwa, R.A. Customer Loyalty with Fine Dining: The Moderating Role of Gender. J. Hosp. Mark. Manag. 2014, 23, 513–535. [Google Scholar] [CrossRef]
- Cheong, F.; Lee, Y.H. Developing an Environmental Management System for Evaluating Green Casino Ho-tels. Sustainability 2020, 13, 7825. [Google Scholar] [CrossRef]
- Van Rompay, T.J.; De Vries, P.W.; Bontekoe, F.; Tanja-Dijkstra, K. Embodied product perception: Effects of verticality cues in advertising and packaging design on consumer impressions and price expectations. Psychol. Mark. 2012, 29, 919–928. [Google Scholar] [CrossRef]
- Venter, K.; Van Der Merwe, M.; de Beer, H.; Kempen, E.L.; Bosman, M.J.C. Consumers’ perceptions of food packaging: An exploratory investigation in Potchefstroom, South Africa. Int. J. Consum. Stud. 2010, 35, 273–281. [Google Scholar] [CrossRef]
- Li, W.; Chen, N. Absolute income, relative income and environmental concern: Evidence from different regions in China. J. Clean. Prod. 2018, 187, 9–17. [Google Scholar] [CrossRef]
- Roschk, H.; Gelbrich, K. Compensation revisited: A social resource theory perspective on offering a monetary resource after a service failure. J. Serv. Res. 2017, 20, 393–408. [Google Scholar] [CrossRef]
- Wen, J.; Kozak, M.; Yang, S.; Liu, F. COVID-19: Potential effects on Chinese citizens’ lifestyle and travel. Tour. Rev. 2020, 76, 74–87. [Google Scholar] [CrossRef]
- Mortlock, M.P.; Peters, A.C.; Griffith, C.J. Food Hygiene and Hazard Analysis Critical Control Point in the United Kingdom Food Industry: Practices, Perceptions, and Attitudes. J. Food Prot. 1999, 62, 786–792. [Google Scholar] [CrossRef] [PubMed]
- Lee, J.H.; Hwang, J. Luxury marketing: The influences of psychological and demographic characteristics on attitudes toward luxury restaurants. Int. J. Hosp. Manag. 2011, 30, 658–669. [Google Scholar] [CrossRef]
- Papageorghiou, A.T. The new normal. Bjog. Int. J. Obstet. Gynaecol. 2020, 127, 779–780. [Google Scholar] [CrossRef]
- Mondo, T.S.; Perinotto, A.; Souza-Neto, V. A user-generated content analysis on the quality of restaurants using the TOURQUAL model. J. Glob. Bus. Insights 2022, 7, 1–15. [Google Scholar] [CrossRef]
No. | Gender | Age | Tenure in the Catering Industry |
---|---|---|---|
1 | Female | 45 | 24 |
2 | Female | 58 | 37 |
3 | Female | 42 | 21 |
4 | Female | 48 | 27 |
5 | Female | 37 | 16 |
6 | Female | 35 | 14 |
7 | Male | 38 | 17 |
8 | Male | 39 | 18 |
9 | Male | 41 | 20 |
10 | Female | 40 | 19 |
11 | Female | 51 | 30 |
12 | Male | 44 | 23 |
13 | Female | 34 | 13 |
14 | Female | 36 | 15 |
15 | Female | 32 | 11 |
Themes | Items | Positive | Subtotal | Negative | Subtotal |
---|---|---|---|---|---|
Outcome quality | Texture | 2035 (1.59%) | 45,587 (35.82%) | 441 (0.34%) | 11,243 (8.83%) |
Portion | 5658 (4.44%) | 3048 (2.39%) | |||
Taste | 30,122 (23.76%) | 4694 (3.68%) | |||
Freshness | 5267 (4.13%) | 431 (0.33%) | |||
Menu variety | 1324 (1.04%) | 17 (0.01%) | |||
Presentation | 500 (0.39%) | 825 (0.64%) | |||
Temperature | 681 (0.12%) | 1787 (1.40%) | |||
Interaction quality | Empathy | 160 (0.12%) | 733 (0.57%) | 252 (0.19%) | 1715 (1.34%) |
Assurance | 73 (0.05%) | 189 (0.14%) | |||
Responsiveness | 69 (0.05%) | 108 (0.08%) | |||
Reliability | 178 (0.13%) | 451 (0.35%) | |||
Service failure recovery | 253 (0.19%) | 715 (0.56%) | |||
Food packaging | Overall packaging quality | 2699 (2.12%) | 3065 (2.40%) | 335 (0.26%) | 762 (0.59%) |
Eco-packaging | 30 (0.02%) | 180 (0.14%) | |||
Solid packaging | 31 (0.02%) | 118 (0.09%) | |||
Premium packaging | 140 (0.11%) | 59 (0.04%) | |||
Hygienic packaging | 165 (0.12%) | 70 (0.05%) | |||
Brand credibility | 2053 (1.61%) | 2053 (1.61%) | 916 (0.71%) | 916 (0.71%) | |
Delivery | Timeliness | 4980 (1.51%) | 6619 (4.80%) | 929 (0.98%) | 2615 (0.02%) |
Attitude | 1103 (1.24%) | 1256 (0.39%) | |||
Spillage | 36 (0.26%) | 430 (1.44%) | |||
Hygiene | 64 (0.05%) | 64 (0.05%) | 925 (0.72%) | 925 (0.72%) | |
Value for money | 1778 (1.39%) | 1778 (1.39%) | 761 (0.59%) | 761 (0.59%) | |
Quality of experience | 6120 (4.80%) | 6120 (4.80%) | 1387 (1.09%) | 1387 (1.09%) | |
Satisfaction | 25,714 (20.20%) | 25,714 (20.20%) | 3446 (2.70%) | 3446 (2.70%) | |
Loyalty | Recommendation | 4953 (3.89%) | 1466 (1.15%) | ||
Repurchase intention | 4734 (3.72%) | 9687 (7.61%) | 1087 (0.85%) | 2553 (2.00%) | |
Total | 10,0920 (79.31%) | 26,323 (20.69%) |
Provide Third-Party Delivery Services | Provide in-House Delivery Services |
---|---|
|
|
|
|
|
|
|
Publisher’s Note: MDPI stays neutral with regard to jurisdictional claims in published maps and institutional affiliations. |
© 2022 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
Share and Cite
Cheong, F.; Law, R. Will Macau’s Restaurants Survive or Thrive after Entering the O2O Food Delivery Platform in the COVID-19 Pandemic? Int. J. Environ. Res. Public Health 2022, 19, 5100. https://doi.org/10.3390/ijerph19095100
Cheong F, Law R. Will Macau’s Restaurants Survive or Thrive after Entering the O2O Food Delivery Platform in the COVID-19 Pandemic? International Journal of Environmental Research and Public Health. 2022; 19(9):5100. https://doi.org/10.3390/ijerph19095100
Chicago/Turabian StyleCheong, Fan, and Rob Law. 2022. "Will Macau’s Restaurants Survive or Thrive after Entering the O2O Food Delivery Platform in the COVID-19 Pandemic?" International Journal of Environmental Research and Public Health 19, no. 9: 5100. https://doi.org/10.3390/ijerph19095100