Hung-Che Wu
Exactly how the quarantine greenhouse creates good quality service experiences has attracted the attention of scholars and practitioners. Some scholars advocate decreasing perceived threats to increase experience intentions to co-create value. However, recent research has not examined quarantine greenhouse service, and a detailed understanding of its potential effects on the customer meal experience and their experience intentions to co-create value is needed. Consequently, this study of the effects of perceived threats on experience intentions to co-create value through post coronavirus disease 2019 (COVID-19) protective behaviors and experience relationship outcomes constructed a comprehensive framework via a literature review. A survey was carried out with respondents who had dined at one quarantine greenhouse in Amsterdam, obtaining 482 valid samples which were analyzed with confirmatory factor analysis and structural equation modeling. The results of this study will also assist quarantine greenhouse management in developing and implementing market-oriented service strategies to decrease the dimensions of perceived threats, increase the dimensions of COVID-19 protective behaviors and experience relationship outcomes, and create experience intentions to co-create value. The theoretical and managerial implications of these results are discussed. © 2024 Taylor & Francis Group, LLC.
Business School, Nanfang College Guangzhou, Guangdong Province, Guangzhou, China; Department of Management, Economics and Business, Universitas Brawijaya, Jawa Timur, Indonesia
