Memorable dining experiences amidst the COVID-19 pandemic

Abstract

Purpose This study aims to investigate the effects of memorable dining experiences (MDEs) in the USA during the COVID-19 pandemic. Design/methodology/approach A total of 530 valid survey responses were collected in the USA. Partial least squares structural equation modeling (PLS–SEM) was used to estimate inner and outer models. A two-stage approach was applied to test the moderating effects of restaurant safety measures. Additional analyses were conducted to compare electronic word of mouth (eWOM) intention and actual eWOM behavior. Findings All five dimensions contributed to the overall memorability of a dining experience, with affect being the primary factor. Overall memorability was positively related to subjective well-being and actual eWOM behavior. Restaurant safety measures were positively related to the overall experience but did not moderate the relationship between any dimension and overall memorability. Research limitations/implications Findings provide empirical support for the conceptualization of MDEs during a pandemic and underscore the importance of actual eWOM behavior in restaurant research. Practical implications Results offer guidance for restaurant managers in designing MDEs. Originality/value The restaurant industry is evolving from simply providing products and services to creating experiences. Yet the impacts of crafting MDEs are not well understood, especially during a pandemic. This study filled this gap by investigating MDEs and their effects on subjective well-being and eWOM behavior.