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    Consumer approach intentions amid COVID-19: the role of safety compliance and perceived risk

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    Date
    2021-12-21
    Author
    Maher, Amro A.
    Elsharnouby, Tamer H.
    Aljafari, Abdullah M.
    Metadata
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    Abstract
    Purpose: This study aims to investigate how employee and other-consumer safety compliance amid the COVID-19 outbreak influences a focal consumer’s intention to approach a service establishment. The study also examines the three-way interaction effect of employee compliance, other-consumer compliance and perceived threat associated with COVID-19 on approach intentions. Design/methodology/approach: This study uses an experimental approach with a 2 (employee safety compliance: low vs high) × 2 (other-consumer safety compliance: low vs high) × 2 (consumer perceived threat from COVID-19: low vs high) between-subjects design. Students were trained to recruit a convenience sample of 827 consumers in Qatar and data were analyzed using ordinary least squares (OLS) regression. Findings: Employee safety compliance has a positive impact on the consumer’s approach intentions. Employee safety compliance has a bigger impact on approach intentions if other consumers in the service environment are also compliant with safety measures and even a greater effect when the perceived threat from COVID-19 is high. The effect of the interaction between employee and other-consumer safety compliance is significantly different under two levels of perceived threat. Practical implications: To enhance approach intentions, managers should start by establishing and maintaining safety compliance among employees and then achieving compliance among consumers. Achieving compliance among employees and consumers has a positive impact on approach intentions despite the focal consumer’s perceived risk associated with COVID-19. Originality/value: This is the first study to investigate how the safety compliance of employees and other consumers jointly affects consumers’ approach intentions during a global pandemic, and it is among very few attempts to manipulate dimensions of the social servicescape.
    URI
    https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85121457353&origin=inward
    DOI/handle
    http://dx.doi.org/10.1108/IJCHM-07-2021-0855
    http://hdl.handle.net/10576/41775
    Collections
    • COVID-19 Research [‎848‎ items ]
    • Management & Marketing [‎755‎ items ]

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