Covid-19 Pandemic Shopping Experience in Saudi Arabia: Scale Development and Validation for Muslim Customers
|Year of publication
|Article in Periodical
|Magazine / Source
|JOURNAL OF ISLAMIC MARKETING
|MU Faculty or unit
|Pandemic; Social distancing; Store hygiene; Operating time; Entertainment venues; Shopping experience
|Purpose – This study has two main objectives, first, to propose a valid and reliable scale to document the Covid-19 Pandemic Shopping Experience (CPSE), and second to determine the impact of its variables on the post-purchase shopping experience (PPSE). Design/methodology/approach – For scale development, published articles were scanned, and the variables were shortlisted. These shortlisted variables were validated by 52 faculties from four universities in Saudi Arabia. Data were collected from 318 respondents to purify the Covid-19 Pandemic Shopping Experience Scale (CPSE). In Study 2, a path analysis was performed on a sample of 354 respondents to determine the individual impact of each variable on PPSE. Findings - A total of 14 items were found to be aligned under four variables, social distance, shop hygiene, operational time, and entertainment venues. Social distance was found to have the greatest influence on PPSE, followed by operational time and shop hygiene. Implications - This research has important implications for retailers to initiate changes in store layout so that they can implement social distancing by physically marking stickers on the floors and by placing barricading on billing counters. Store hygiene can be ensured by making sanitizers and hand gloves available at the entry points, periodically cleaning the floor, and sanitizing the premises. Rationing the operating time proved to be an effective tool to minimize the exposure time thereby limiting consumers' time inside the store. Originality – This is the first study to propose a full-scale measure of the customer shopping experience (SE) during a pandemic. This scale can be generalized to measure SE in similar situations.