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Resident loyalty formation for the survival of African-ethnic restaurants during COVID-19: the adaptive capabilities logic

Samson Omuudu Otengei (Makerere University Business School, Kampala, Uganda)
George Changha (Makerere University Business School, Kampala, Uganda)

Journal of Hospitality and Tourism Insights

ISSN: 2514-9792

Article publication date: 15 October 2021

Issue publication date: 20 January 2023

298

Abstract

Purpose

This qualitative research aimed to explore the relationship between adaptive dynamic capabilities and resident loyalty formation among African-ethnic restaurants (AERs) during COVID-19 in East Africa.

Design/methodology/approach

Anchored on the dynamic capabilities perspective, the study uses eight case studies to obtain data based on restaurant owner-managers' lived experiences.

Findings

The paper presents six factors: (1) sensory quality promise, (2) service personalization declaration, (3) openness of technology adoption, (4) healthy food and safety assurance, (5) authenticity pledge and (6) diversity provision as prerequisites for resident loyalty formation. The findings suggest adaptive capacity as an appropriate alternative for stimulating resident loyalty formation during difficult times.

Practical implications

The findings help managers in formulating strategies that facilitate residents' display of willingness to revisit and/or recommend others. The local restaurants can now keep modifying and adjusting their practices and processes so as to exhibit the ability to handle customer unique demands during difficult times.

Originality/value

Through this work, a model of adaptive capabilities as enablers of resident loyalty formation is proposed, hence contributing the existing body of knowledge.

Keywords

Acknowledgements

The authors are grateful to Makerere University Business School for the financial support that enabled us to undertake this study. The authors also wish to acknowledge the restaurant owner-managers who participated in this study.

Citation

Otengei, S.O. and Changha, G. (2023), "Resident loyalty formation for the survival of African-ethnic restaurants during COVID-19: the adaptive capabilities logic", Journal of Hospitality and Tourism Insights, Vol. 6 No. 1, pp. 52-69. https://doi.org/10.1108/JHTI-07-2021-0159

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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