Title Page
Contents
ABSTRACT 13
CHAPTER 1. Introduction of the Study 18
1.1. Background 18
1.2. Rationale 19
1.3. Research Question 21
1.3.1. Research sub-questions 21
1.4. Conceptual Framework 22
1.4.1. SERVQUAL FIVE DIMENSION MODEL 22
1.4.2. Risk analysis 23
1.5. Scope 24
1.5.1. Scope of the content 24
1.5.2. Scope in the terms of the respondents 24
1.6. Methodology 24
1.7. Organization of the Thesis 26
1.8. Technical Terms 28
CHAPTER 2. Literature Review 29
2.1. Introduction 29
2.2. Service Quality 29
2.2.1. Definition of service quality 29
2.2.2. Significance of service quality 30
2.2.3. Service quality models 33
2.3. Customer's Perception on General Risks and COVID-19 Related Risks 42
2.3.1. Customers' perceived risks and risk-reduction strategies (RRS) 42
2.3.2. COVID-19 outbreak in South Korea 45
2.3.3. COVID-19 Perceived risks 48
2.4. Reviews on Existing Research 50
2.4.1. Review on existing research on service quality 50
2.4.2. Review on existing research on customer's perceived risk 54
2.5. Conclusion 58
CHAPTER 3. Research Methodology 59
3.1. Introduction 59
3.2. Rationale for using an interpretive paradigm utilizing qualitative research 59
3.2.1. Ontological assumption 60
3.2.2. Epistemological assumption 61
3.2.3. Methodological assumption 62
3.3. Sampling and Sampling Techniques 64
3.3.1. Purposive sampling 65
3.3.2. Sampling size 66
3.4. Data Collection Method 66
3.4.1. Semi-structured questions 67
3.4.2. Participant observation 68
3.5. Data Analysis 70
3.6. Ethical Consideration 71
3.7. The Pilot Study 72
3.7.1. Before starting 72
3.7.2. Rationale for the pilot study 72
3.7.3. Selecting potential respondents 73
3.7.4. Profile of the respondents 73
3.7.5. Data collection and data analysis 73
3.7.6. Reflection on the pilot study 74
3.8. The Main Study 75
3.8.1. The respondents and sampling procedures 75
3.8.2. Profile of the respondents 76
3.8.3. Data collection 76
3.8.4. Data analysis 78
3.9. Matters of Trustworthiness 79
3.9.1. Credibility 80
3.9.2. Transferability 81
3.9.3. Dependability 81
3.9.4. Confirmability 83
3.9.5. Triangulation versus crystallisation 83
3.10. Conclusion 86
CHAPTER 4. Research Findings 87
4.1. Introduction 87
4.2. Customer's Perceptions of Important Aspects of The Fine dining Restaurants 87
4.3. Customers' Perceptions of Service Quality of the Fine dining Restaurants 89
4.3.1. Good dining experience before COVID-19 89
4.3.2. Bad dining experience before COVID-19 91
4.3.3. Good dining experience during COVID-19 93
4.3.4. Bad dining experience during COVID-19 96
4.4. Customers' Perception of Risks Associated with Dining in the Fine dining Restaurants 98
4.4.1. Perceived risks before COVID-19 99
4.4.2. Perceived risks during COVID-19 100
4.5. The Effects of Perceived Risks on the Evaluation of the Service Quality of Fine dining Restaurants during COVID-19 103
4.5.1. Influenced by perceived risks 103
4.5.2. Uninfluenced by perceived risks 104
4.6. Conclusion 105
CHAPTER 5. Discussion and Conclusion 106
5.1. Introduction 106
5.2. Discussion of the Findings 106
5.2.1. Customers' perception of service quality of the fine dining restaurants 106
5.2.2. Customers' perception of service quality from good eating experiences 107
5.2.3. Customers' perception of service quality from bad eating experiences 110
5.2.4. Customers' perception of risks associated with dining at fine dining restaurants 113
5.2.5. The effect of perceived risks on service quality evaluation during COVID-19 pandemic 116
5.3. Contribution to Knowledge 118
5.3.1. Advancing the understanding of the customers' perception of service quality of fine dining restaurants before and during COVID-19 118
5.3.2. Contributing to the study of perceived risk associated with dining in fine dining restaurants before and during COVID-19 119
5.3.3. Analysing the relationship between perceived risks and service quality assessment during COVID-19 120
5.4. Limitations of the Study 121
5.4.1. Limitations related to the generalizability of the study findings 121
5.4.2. Limitations related to the study's participants 122
5.4.3. Limitations related to the epistemology 122
5.4.4. Limitations related to data collecting methods 123
5.4.5. Limitations related to data analysis 124
5.5. Practical Implications 124
5.6. Suggestions for Future Research 126
5.6.1. The effects of COVID-19 risks on the restaurant business strategies 127
5.6.2. The role of COVID-19 pandemic in influencing healthy eating habits among restaurant customers 127
5.6.3. Changes in customer attitudes towards restaurant business operations during the COVID-19 epidemic 128
5.7. Conclusion 128
LIST OF REFERENCES 132
국문초록 155
APPENDICES 12
APPENDIX 1. Research Information Sheet for Restaurant Customers 157
APPENDIX 2. Consent Form for Restaurant Customers 159
APPENDIX 3. Full demographic details of the participants and information about interviews during the pilot study 162
APPENDIX 4. Full demographic details of the participants and information about interviews during the main study 163
APPENDIX 5. Semi-structured interview questions for the main study 164
APPENDIX 6. Sample of detailed field notes 166
APPENDIX 7. Sample of interview transcripts 167
APPENDIX 8. Summary of thematic analysis process 175
APPENDIX 9. Summary of techniques used to ensure the study's trustworthiness 176
[Table 2-1] Categorization of top ten RRS 45
[Figure 1-1] The SERVQUAL model 23
[Figure 1-2] The organization of the thesis 27
[Figure 2-1] The Nordic model 35
[Figure 2-2] The Gap theory of service quality 37
[Figure 2-3] The SERVQUAL model 38
[Figure 2-4] The Multilevel model 39
[Figure 2-5] The Hierarchical model 40
[Figure 2-6] The COVID-19 cases of cities in Korea from May 2020 to December 2020 47