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DIU-JOURNAL OF BUSINESS AND ENTREPRENEURSHIP

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Paper Title
Factors Influencing Generation Z’s Preference in Selection of a Restaurant: A Post-COVID Scenario

Authors

Firoj Kabir, Mohammad Nurul Afchar, Siddiqur Rahman, Tonmoy Malaker, Md. Mijanur Rahman, Pramila Pudasaini Thapa

Abstract

The COVID-19 pandemic has given new shape to customer standards and the food service business worldwide. This study examines the dining attitudes of Generation Z (born 1995–2012) and the factors that influence their restaurant preferences. When dining out, Gen Z, digital natives, and those who value their health prioritize sanitation, value for money, quality of service, and technological adoption. This research employs a blended study of qualitative and statistical analysis, focusing on 253 individuals aged 18 to 26. The act of pricing, which must comply with value for money, position, environment, service, safety, and hygiene, is crucial. A regression and correlation analysis of the post-pandemic period shows that price and physical evidence directly influence the opinion of the customer, and the variety of food is less important. According to hypothesis testing, distance hurts perception, but a positive environment and service power up customer behavior. Gen Z prefers restaurants that are safe, hygienic, clean, offer value for money, and are conveniently located. Establishments must offer value for money, excellent sanitation, attractive decoration, and friendly service to maintain the current generation’s business. This paper suggests that restaurant owners should reinvent their methods to cater to Gen Z's dining objectives, which are crucial for market success. Despite the focus on Dhaka, the findings pave the way for studies on post-COVID consumer habits across various countries and age groups.

Keywords

Generation Z, Restaurant, Post-COVID-19, Food service industry, Hygiene, Price, Location, Service quality

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