SURVIVING THE NEW-NORMAL: A STUDY ON PHYSICAL SERVICESCAPE AND VISITOR BEHAVIOR IN QUICK-SERVICE RESTAURANTS IN MALLS IN SURABAYA, INDONESIA

Abstract

Purpose - The “new normal” is the period of adaptation during the pandemic COVID -19 that affects both daily and economic activities, leading to the application of strict health regulations in public places such as shopping malls, tourist sites and gastronomic areas. The appearance of the physical service landscape is adapted to the new normal health regulations. The aim of this study is to firstly investigate the influence of the new regulations with the mediating variable of physical service landscape on QSR visit intention. Second, this study aims to examine the influence of Theory of Planned Behavior (TPB) on QSR visit intention. Design/methodology - This study uses convenience sampling on mall visitors in Surabaya who also visit QSR during the COVID-19 pandemic, starting from July to December 2020. The study sample is 313 visitors which are acquired through questionnaires distributed both online and offline. The data will be analyzed using the technique PLS-SEM 3.0. Findings - Firstly, in the direct path, the results showed that the new-normal regulation significantly influences physical servicescape (exterior design, interior design, and QSR location). Secondly, TPB, which are attitude, subjective norm, and perceived behavioral control, significantly influence QSR visiting intention. In the indirect path, new-normal regulation significantly influences visitors’ intention towards the mediating variable of interior design, while in contrast exterior design and QSR location do not significantly mediate. Originality - This study specifically discusses the changes in the design of the physical service landscape since the implementation of the new-normal regulation caused by the COVID-19 pandemic, which both directly and indirectly influences the behavior of visitors in public areas. Research implication/practical implication - In terms of literature, this study contributes to a deeper understanding of the healthcare service landscape, which interacts with both architecture and marketing, in terms of individual behavior. Furthermore, this study practically helps mall management in deciding the marketing strategy and QSR outlet management to survive in the pandemic by following applicable healthcare protocols.