The Effect of Measures Taken by Food and Beverage Businesses During Coronavirus Pandemic Period on Consumers Perceived Value, Satisfaction and Behavioral Intentions

Changes in service sectors have affected consumer behavior with the development of technology and communication.The Covid-19 pandemic has also affected the services and consumer behavior of food and beverage businesses.In this context, based on the lack of current literature, this study was conducted to evaluate the effects of coronavirus measures taken by food and beverage businesses on consumers' perceived value, satisfaction, and behavioral intentions.In addition, it is aimed that the study will provide up-to-date information to the literature and practitioners and contribute as a guiding resource for the future.In the study, research data were collected from 670 consumers who received service from food and beverage businesses in Kayseri, Turkey between 1-31 July 2021, using the survey technique and convenience sampling method.Descriptive statistics, explanatory factor analysis, correlation, and regression analysis were used in the analysis of the data.In the research, it was determined that there is a positive relationship between the coronavirus measures taken by the food and beverage businesses and a positive effect of measures taken on perceived values, satisfaction, and behavioral intentions of the consumers, and as a result of the study, theoretical and practical outcomes for future studies were discussed and recommendations were given.