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

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.