This page has only limited features, please log in for full access.
Although Korea is considered as being successful in controlling the coronavirus disease without a lockdown, the COVID-19 pandemic has led to enormous changes in Korean restaurant operations. This study was designed to document the impact of clean safety food message framing as a survival strategy for small independent restaurants on customer repurchase intention and actual sales. Results indicated that customer intention to repurchase menu items to which message framing were applied significantly improved sales performance of specific restaurant menu items identified in this study. Such positive effects remained stable, which in turn confirmed that clean safety message framing can be a highly efficient sales promotion strategy for small, independent restaurants, specifically during pandemic such as COVID-19. These findings can be employed by restaurants to achieve sustained competitive advantages through the development of more appropriate types of clean safety message framing targeted to consumers who are skeptical to dine-in or order from restaurants.
Kwangji Kim; Mark A. Bonn; Meehee Cho. Clean safety message framing as survival strategies for small independent restaurants during the COVID-19 pandemic. Journal of Hospitality and Tourism Management 2021, 46, 423 -431.
AMA StyleKwangji Kim, Mark A. Bonn, Meehee Cho. Clean safety message framing as survival strategies for small independent restaurants during the COVID-19 pandemic. Journal of Hospitality and Tourism Management. 2021; 46 ():423-431.
Chicago/Turabian StyleKwangji Kim; Mark A. Bonn; Meehee Cho. 2021. "Clean safety message framing as survival strategies for small independent restaurants during the COVID-19 pandemic." Journal of Hospitality and Tourism Management 46, no. : 423-431.
When competitive small restaurants have queues in peak periods, they lack strategies to cope. However, few studies have examined small restaurants’ revenue management strategies at peak times. This research examines how such small restaurants in South Korea can improve their profitability by adapting their price increases, table mix, and the equilibrium points of the utilization rates, and reports the following findings based on the analysis of two studies. In Study 1, improving profitability by increasing prices should carefully consider the magnitude and timing. In Study 2, when implementing the table mix strategy, seat occupancy and profit also increase, and we further find the equilibrium points of the utilization rates. Under a queuing system, the utilization rate and average waiting time are also identified as having a trade-off relationship. The results provide insights into how managers of small restaurants with queues can develop efficient revenue management strategies to manage peak hours.
Kwangji Kim; Mi-Jung Kim; Jae-Kyoon Jun. Small Queuing Restaurant Sustainable Revenue Management. Sustainability 2020, 12, 3477 .
AMA StyleKwangji Kim, Mi-Jung Kim, Jae-Kyoon Jun. Small Queuing Restaurant Sustainable Revenue Management. Sustainability. 2020; 12 (8):3477.
Chicago/Turabian StyleKwangji Kim; Mi-Jung Kim; Jae-Kyoon Jun. 2020. "Small Queuing Restaurant Sustainable Revenue Management." Sustainability 12, no. 8: 3477.