Title Page
Contents
ABSTRACT 9
Chapter 1. Introduction of the Study 11
1.1. Research Question 13
1.1.1. Research sub-questions 13
Chapter 2. Literature review 14
2.1. Existing literature reviews on the COVID-19 outbreak 14
2.2. Existing literature reviews on the business survival strategies 16
2.2.1. Message framing theory 16
2.2.2. Online food ordering 18
2.2.3. Nudging (Menu design) 19
2.2.4. Chaos Theory (Cost reduction) 20
2.2.5. Specials or discounts 22
Chapter 3. Methodology 23
3.1. Sampling and sampling technique 23
3.1.1. Sampling size 24
3.2. Data collection method 25
3.3. Data analysis 27
(i) Step 1- Data familiarization 29
(ii) Step 2- Initial code generation 30
(iii) Step 3- Theme search 31
(iv) Step 4- Theme evaluation 31
(v) Step 5- Theme definition and identification 31
(vi) Step 6- Report creation 33
Chapter 4. Research Finding 34
4.1. Food delivery service 34
4.2. Social media platform (advertisement) 36
4.3. Extended business hours 38
4.4. Promotion Coupons/ Half price events 40
Chapter 5. Discussion and conclusion 42
5.1. Discussions on the main findings of the study 42
5.1.1. Food delivery service 42
5.1.2. Social media platform (advertisement) 44
5.1.3. Extended business hours 45
5.1.4. Promotion Coupons/ Half price events 46
5.2. Limitations of the study 48
5.2.1. Limitation to the generalizability of the study findings 48
5.2.2. Limitation to the study participants 48
5.2.3. Limitation to data analysis 49
5.3. Practical implications 49
5.4. Conclusion 51
LIST OF REFERENCES 53
APPENDICES 8
APPENDIX 1. Research information sheet 63
APPENDIX 2. Consent form 66
APPENDIX 3. Interview guide 70
APPENDIX 4. Sample of interview transcripts 71
[Table 3.1] Restaurant profiles 27
[Table 3.2] Thematic Analysis Process Summary 33
[Figure 3.1] Data collection and analysis process. 29
[Figure 3.2] Generating Initial Code for business survival strategies. 30
[Figure 3.3] Searching, Evaluating, Defining and Identifying data. 32