The Impact of Perceived Service Quality on Customer Behaviors in Restaurants: A Sequential Critical Incident Analysis of Pre- and Post-COVID

This study identifies factors that affect customers' satisfaction with restaurant service and their intention to return to the restaurant. It also compares the significant service factors influencing customers' satisfaction and intention to return before and after the COVID-19 pandemic. Customers' dining experiences are measured with the sequential critical incident (SCI) method, which records customers' direct feedback after visiting a local restaurant. In this method, customers report critical incidents they have encountered and rate their overall satisfaction with their dining experience and their intention to return. The results show that before the COVID-19 pandemic, front-line employees' service quality had more influence on customers' satisfaction and return intention. After the pandemic, however, customers have been less influenced by employees' service provisions, such as order and waiting time. Instead, they must consider other attributes such as meals and extra services.