The impact of restaurant safety measures on customer revisit intentions in the post-covid era

Restaurant safety measures have become a key concern for customers since the beginning of the COVID-19 pandemic. The pandemic has increased customers’ awareness and concern toward restaurants’ hygiene standards. This study investigated the influence of restaurant safety measures on customer revisit intentions in the post-pandemic era with the mediating effect of customer engagement, gratification, and perceived risk reduction. A quantitative survey-based study was conducted using a structured questionnaire on 248 restaurant customers in Penang and Selangor, Malaysia. The findings reveal that restaurant safety measures do not directly influence customer revisit intentions. In contrast, customer engagement, gratification, and perceived risk reduction positively mediate the relationship between restaurant safety measures and customer revisit intentions. This study provides significant theoretical and practical implications by highlighting insights into how restaurant safety measures trigger customers to revisit restaurants for the restaurant authorities in Malaysia.