Predictors of generation Z revisit intention to Mangkokku Restaurant during COVID-19 pandemic
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Feb 27, 2023
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Abstract
Revisit Intention in service industry especially in a tourism related business is considered as the catalyst of growth. During the COVID-19 pandemic, a lot of restaurants and other food and beverage service-related business experiencing a decrease in visitation. This research was conducted to identifying factors that might influence revisit intention to Mangkokku, a restaurant specializing selling rice bowl with Indonesian twist. Generation Z was chosen as the subject as their number keep growing. Five hypotheses were proposed with five independent variables, food quality, service quality, atmospherics, other customers and perceived value. Online questionnaires were distributed to 170 respondents and data analysis was carried out with IBM SPSS 25. The instrument was valid and reliable, but the partial hypothesis test had a very distinctive result. Perceived value was the only independent variable able to influence revisit intention to Mangkokku significantly. Future research must consider other factors and using a longitudinal data series for a more representative result. Restaurant owner must consider the unique value and view of Generation Z as they are the future of the service industry.
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How to Cite
Suyanto, B., Yulius, K. G., Julita, Djati, S. P., & Nurbaeti. (2023). Predictors of generation Z revisit intention to Mangkokku Restaurant during COVID-19 pandemic. Enrichment : Journal of Management, 12(6), 4911-4918. https://doi.org/10.35335/enrichment.v12i6.1185
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Choi, C., & Mattila, A. S. (2015). The Effects of Other Customers’ Dress Style on Customers’ Approach Behaviors: The Moderating Role of Sense of Power. Cornell Hospitality Quarterly, 57(2), 211–218. https://doi.org/10.1177/1938965515619228
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Davis, B., Lockwood, A., Pantedelidis, I. S., & Alcot, P. (2018). Food and Beverage Management (6th ed.). Routledge.
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Mishra, P., Pandey, C. M., Singh, U., Gupta, A., Sahu, C., & Keshri, A. (2019). Descriptive statistics and normality tests for statistical data. Annals of Cardiac Anaesthesia, 22(1), 67–72. https://doi.org/10.4103/aca.ACA_157_18
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Polas, M. R. H., Raju, V., Hossen, S. M., Karim, A. M., & Tabash, M. I. (2022). Customer’s revisit intention: Empirical evidence on Gen-Z from Bangladesh towards halal restaurants. Journal of Public Affairs, 22(3). https://doi.org/10.1002/pa.2572
Rajput, A., & Gahfoor, R. Z. (2020). Satisfaction and revisit intentions at fast food restaurants. Future Business Journal, 6(1). https://doi.org/10.1186/s43093-020-00021-0
Ramanathan, R., Di, Y., & Ramanathan, U. (2016). Moderating roles of customer characteristics on the link between service factors and satisfaction in a buffet restaurant. Benchmarking, 23(2), 469–486. https://doi.org/10.1108/BIJ-01-2015-0012
Ramdhani, A. S., & Astuti, S. R. T. (2019). The analysis of relationship between experiential marketing, service quality, visitors’ satisfaction, and revisit intention: study on tourism industry. Diponegoro International Journal of Business, 2(2), 107. https://doi.org/10.14710/dijb.2.2.2019.107-111
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Siddiqi, U. I., Akhtar, N., & Islam, T. (2022). Restaurant hygiene attributes and consumers’ fear of COVID-19: Does psychological distress matter? Journal of Retailing and Consumer Services, 67. https://doi.org/10.1016/j.jretconser.2022.102972
Sudaryono, Rahardja, U., Aini, Q., Isma Graha, Y., & Lutfiani, N. (2019). Validity of Test Instruments. Journal of Physics: Conference Series, 1364(1). https://doi.org/10.1088/1742-6596/1364/1/012050
Suhud, U., & Wibowo, A. (2016). Predicting Customers’ Intention to Revisit A Vintage-Concept Restaurant. Journal of Consumer Sciences, 01(01), 56–69.
Thielemann, V. M., Ottenbacher, M. C., & Harrington, R. J. (2018). Antecedents and consequences of perceived customer value in the restaurant industry. International Hospitality Review, 32(1), 26–45. https://doi.org/10.1108/ihr-06-2018-0002
Tunsakul, K. (2018). Generation Z’s Perception of Servicescape, Their Satisfaction And Their Retail Shopping Behavioral Outcomes. In Human Behavior, Development and Society (Vol. 19).
United Nations World Tourism Organization. (2010). International Recommendations for Tourism Statistics 2008. . In International Recommendations for Tourism Statistics 2008. .
Yesenia, Y., & Siregar, E. H. (2014). Pengaruh Kualitas Layanan dan Produk terhadap Kepuasan serta. V(3).
Yulius, K. G., Millenia, A. S., Sutarna, D. v, Joselino, T. Y., Penulis, N., Kevin, :, & Yulius, G. (2022). PENGARUH PERSEPSI KONSUMEN ATAS MAKANAN KAKI LIMA SATE TAICHAN TERHADAP MINAT MENGUNJUNGI KEMBALI DI KAWASAN SENAYAN, JAKARTA SELATAN. Jurnal Bangun Manajemen, 1(1), 13–21. https://ejurnal.bangunharapanbangsa.com/index.php/jbm
Zhang, Z., Zhang, Z., & Law, R. (2013). Regional effects on customer satisfaction with restaurants. International Journal of Contemporary Hospitality Management, 25(5), 705–722. https://doi.org/10.1108/IJCHM-Aug-2012-0148
Zuo, Y., Zhang, K., Xu, S., Law, R., Qiu, Q., & Zhang, M. (2022). What kind of food can win Gen Z’s favor? A mixed methods study from China. Food Quality and Preference, 98, 104522. https://doi.org/10.1016/j.foodqual.2021.104522
Baker, M. A., & Kim, K. (2016). Other Customer Service Failures: Emotions, Impacts, and Attributions. Journal of Hospitality & Tourism Research, 42(7), 1067–1085. https://doi.org/10.1177/1096348016671394
Bonett, D. G., & Wright, T. A. (2015). Cronbach’s alpha reliability: Interval estimation, hypothesis testing, and sample size planning. Journal of Organizational Behavior, 36(1), 3–15. https://doi.org/10.1002/job.1960
Brown, A. (2020). Everything You’ve Wanted to Know About Gen Z But Affraid to Ask. Forbes. https://www.forbes.com/sites/abrambrown/2020/09/23/everything-youve-wanted-to-know-about-gen-z-but-were-afraid-to-ask/?sh=28e8cf793d19
Choi, C., & Mattila, A. S. (2015). The Effects of Other Customers’ Dress Style on Customers’ Approach Behaviors: The Moderating Role of Sense of Power. Cornell Hospitality Quarterly, 57(2), 211–218. https://doi.org/10.1177/1938965515619228
Chomeya, R. (2010). Quality of Psychology Test Between Likert Scale 5 and 6 Points. Journal of Social Sciences, 6(3), 399–403.
Davis, B., Lockwood, A., Pantedelidis, I. S., & Alcot, P. (2018). Food and Beverage Management (6th ed.). Routledge.
Ding, L., Jiang, C., & Qu, H. (2022). Generation Z domestic food tourists’ experienced restaurant innovativeness toward destination cognitive food image and revisit intention. International Journal of Contemporary Hospitality Management, 34(11), 4157–4177. https://doi.org/10.1108/IJCHM-07-2021-0903
Fariz Syahbani, M., & Widodo, A. (2017). Food Blogger Instagram: Promotion Through Social Media. Jurnal Ecodemica, 1(1).
Francis, T., & Hoefel, F. (2018a). The influence of Gen Z—the first generation of true digital natives—is expanding. Mckinsey.
Francis, T., & Hoefel, F. (2018b). True Gen: Generation Z and Its Implications for Companies. McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis. www.cengage.com/highered
Hamed Taherdoost, A., & Lumpur, K. (2016). Validity and Reliability of the Research Instrument; How to Test the Validation of a Questionnaire/Survey in a Research. In International Journal of Academic Research in Management (IJARM) (Vol. 5, Issue 3). https://ssrn.com/abstract=3205040
Hilmi, M. F., Melkis, M., Faiz Hilmi, M., & Mustapha, Y. (2014). The Influence of Marital Status and Age on the Perception of Fast Food Consumer in an Emerging Market. In Article in International Journal of Business Innovation and Research (Vol. 1). https://www.researchgate.net/publication/260021438
Julita, J., Rachelle, & Quinella, R. (2022). PENGARUH SERVICE QUALITY TERHADAP BRAND LOYALTY PADA HOTEL BINTANG 5 DI JAKARTA PUSAT. Hospitour: Journal of Hospitality & Tourism Innovation, 6(2), 1–8. https://ojs.uph.edu/index.php/HOS/article/view/5890
Julius, S. D. (2020). Pengaruh Service Quality, Perceived Value, dan Customer Experience terhadap Word of Mouth melalui Customer Satisfaction pada Boncafe Steak di Surabaya [Skripsi]. Universtias Katolik Widya Mandala.
Keever, M. M., O’rourke, V., & Diffley, S. (2021). Generation Z an exploration of their unique values driving brand affinity. Irish Academy of Management Conference. https://www.researchgate.net/publication/357187322
Kim, N., & Lee, M. (2012). Other customers in a service encounter: Examining the effect in a restaurant setting. Journal of Services Marketing, 26(1), 27–40. https://doi.org/10.1108/08876041211199706
Mahdi, M. I. (2022, February 24). Ini Pertimbangan Masyarakat Mau Dine-In di Restoran Saat Pandemi. Dataindonesia.Id.
Mangkokku. (2022, February). Our Journey. Https://Www.Mangkokku.Com/Our-Story .
Mannan, M., Chowdhury, N., Sarker, P., & Amir, R. (2019). Modeling customer satisfaction and revisit intention in Bangladeshi dining restaurants. Journal of Modelling in Management, 14(4), 922–947. https://doi.org/10.1108/JM2-12-2017-0135
Mishra, P., Pandey, C. M., Singh, U., Gupta, A., Sahu, C., & Keshri, A. (2019). Descriptive statistics and normality tests for statistical data. Annals of Cardiac Anaesthesia, 22(1), 67–72. https://doi.org/10.4103/aca.ACA_157_18
Oliver, R. L. (2010). Satisfaction: A Behavioral Perspective on the Consumer: A Behavioral Perspective on the Consumer (2nd ed.). Routledge.
Pantelidis, I., Lockwood, A., & Alcott, P. (2018). Food and Beverage Management 6th edition.
Polas, M. R. H., Raju, V., Hossen, S. M., Karim, A. M., & Tabash, M. I. (2022). Customer’s revisit intention: Empirical evidence on Gen-Z from Bangladesh towards halal restaurants. Journal of Public Affairs, 22(3). https://doi.org/10.1002/pa.2572
Rajput, A., & Gahfoor, R. Z. (2020). Satisfaction and revisit intentions at fast food restaurants. Future Business Journal, 6(1). https://doi.org/10.1186/s43093-020-00021-0
Ramanathan, R., Di, Y., & Ramanathan, U. (2016). Moderating roles of customer characteristics on the link between service factors and satisfaction in a buffet restaurant. Benchmarking, 23(2), 469–486. https://doi.org/10.1108/BIJ-01-2015-0012
Ramdhani, A. S., & Astuti, S. R. T. (2019). The analysis of relationship between experiential marketing, service quality, visitors’ satisfaction, and revisit intention: study on tourism industry. Diponegoro International Journal of Business, 2(2), 107. https://doi.org/10.14710/dijb.2.2.2019.107-111
Sezgin, E., & Uyanik, B. (2022). Priorities of Consumer for Restaurant Preferences: A Conjoint Analysis Study on Generation Z. Journal of Tourism, Leisure and Hospitality. https://doi.org/10.48119/toleho.1187392
Siddiqi, U. I., Akhtar, N., & Islam, T. (2022). Restaurant hygiene attributes and consumers’ fear of COVID-19: Does psychological distress matter? Journal of Retailing and Consumer Services, 67. https://doi.org/10.1016/j.jretconser.2022.102972
Sudaryono, Rahardja, U., Aini, Q., Isma Graha, Y., & Lutfiani, N. (2019). Validity of Test Instruments. Journal of Physics: Conference Series, 1364(1). https://doi.org/10.1088/1742-6596/1364/1/012050
Suhud, U., & Wibowo, A. (2016). Predicting Customers’ Intention to Revisit A Vintage-Concept Restaurant. Journal of Consumer Sciences, 01(01), 56–69.
Thielemann, V. M., Ottenbacher, M. C., & Harrington, R. J. (2018). Antecedents and consequences of perceived customer value in the restaurant industry. International Hospitality Review, 32(1), 26–45. https://doi.org/10.1108/ihr-06-2018-0002
Tunsakul, K. (2018). Generation Z’s Perception of Servicescape, Their Satisfaction And Their Retail Shopping Behavioral Outcomes. In Human Behavior, Development and Society (Vol. 19).
United Nations World Tourism Organization. (2010). International Recommendations for Tourism Statistics 2008. . In International Recommendations for Tourism Statistics 2008. .
Yesenia, Y., & Siregar, E. H. (2014). Pengaruh Kualitas Layanan dan Produk terhadap Kepuasan serta. V(3).
Yulius, K. G., Millenia, A. S., Sutarna, D. v, Joselino, T. Y., Penulis, N., Kevin, :, & Yulius, G. (2022). PENGARUH PERSEPSI KONSUMEN ATAS MAKANAN KAKI LIMA SATE TAICHAN TERHADAP MINAT MENGUNJUNGI KEMBALI DI KAWASAN SENAYAN, JAKARTA SELATAN. Jurnal Bangun Manajemen, 1(1), 13–21. https://ejurnal.bangunharapanbangsa.com/index.php/jbm
Zhang, Z., Zhang, Z., & Law, R. (2013). Regional effects on customer satisfaction with restaurants. International Journal of Contemporary Hospitality Management, 25(5), 705–722. https://doi.org/10.1108/IJCHM-Aug-2012-0148
Zuo, Y., Zhang, K., Xu, S., Law, R., Qiu, Q., & Zhang, M. (2022). What kind of food can win Gen Z’s favor? A mixed methods study from China. Food Quality and Preference, 98, 104522. https://doi.org/10.1016/j.foodqual.2021.104522