OPERATIONAL REGULATION COMPLEXITY PSYCHOLOGICAL COST UNDER THE NEW NORMAL: A CASE STUDY IN INDONESIA

This study explores the operational regulation complexity psychological cost as the food and beverage industry is learning to adapt to the new normal era. The study is a case study that adopts a qualitative content analysis approach in analyzing data taken from a family café in Jakarta, Indonesia. Results indicate that some psychological costs are to consider for the new normal-related operational regulations to be implemented well by the employees. The general behavior on the current regulations assist to reveal the current psychological cost of the regulations. The formulation of regulations must refer to existing constraints in perception, memory, cognition, personality, emotions, motivation, social effect, and learning ability to deal with regulations. This study is among the few studies that concentrate on regulation complexity costs. It is the earliest study that explores the regulation complexity psychological cost under the pandemic environment in the food & beverage industry. The study contributes to the practical operational regulation formulation in the setting of a cafe. Research wise, this study enriches the discourse of the new normal era in the food & beverage industry and the individual behavioral level of corporate governance in the industry