Redefining Customer Experience in the COVID-19 Pandemic: Empirical Approach of Home Furnishings Retailer

  • Daniel Hermawan Department of Business Administration, Parahyangan Catholic University, INDONESIA
Keywords: Covid-19, customer experience, customer satisfaction, health protocol, redefinition

Abstract

One of the most important factors in succeeding in the commercial rivalry is customer experience. The Covid-19 pandemic, which was accompanied by a health and financial catastrophe, has altered the way that customers interact with brands. This study aims to map out strategic concerns that are the main factors in improving and identify customer experiences that happened during the Covid-19 pandemic. Data were gathered for the study utilizing qualitative methodologies, including interviewing and employing tools for observation. With the aid of a phenomenological qualitative design model, the data were processed and examined. The findings of this study demonstrate that regulations in the implementation of health protocols, such as the employment of a queue system, the use of masks, and restrictions on enjoying props, also alter how customers enjoy the customer experience. To bridge the gap between customers' desire to enjoy an activity and their awareness of health dangers, businesses must introduce new mechanisms into the customer experience during the Covid-19 pandemic. According to the study's findings, personal experience, social media, and constraints all have an impact on how customers experience the Covid-19 pandemic.

References

Bungin, B. (2020). Post-Qualitative Social Research Methods: Kuantitatif-Kualitatif-Mix Methods Positivism-Postpositivism-Phenomenology-Postmodern Filsafat, Paradigma, Teori, Metode dan Laporan Edisi Pertama. Jakarta: Penerbit Kencana.

Bustamante, J. C., & Rubio, N. (2017). Measuring customer experience in physical retail environments. Journal of Service Management.

DeKeyser, A., Lemon, K. N., Klaus, P., & Keiningham, T. L. (2015). A framework for understanding and managing the customer experience. Marketing Science Institute Working Paper Series Report No 15-121.

Farisa, F. C. (2021, Juli 2). PPKM Darurat Jawa-Bali, Pilihan Jokowi Atasi Ledakan Pandemi, Berlaku Mulai Besok Selama 18 Hari. Retrieved from Kompas.com: https://nasional.kompas.com/read/2021/07/02/06194371/ppkm-darurat-jawa-bali-pilihan-jokowi-atasi-ledakan-pandemi-berlaku-mulai?page=all

Khan, I., Fatma, M., Kumar, V., & Amoroso, S. (2021). Do experience and engagement matter to millennial consumers? Marketing Intelligence & Planning Vol. 39 No. 2, 329-341.

Kotler, P., Kertajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. New Jersey: Wiley.

Lashkova, M., Antón, C., & Camarero, C. (2020). Dual effect of sensory experience: engagement vs diversive exploration. International Journal of Retail & Distribution Management Vol. 48 No. 2, 128-151.

Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing: AMA/MSI Special Issue Vol. 80, 69–96.

Mashingaidze, S. (2014). Customer Experience Management: New Game Strategy for Competitiveness. Journal of Governance and Regulation Volume 3, Issue 3, 52-60.

Roy, S. (2018). Effects of customer experience across service types, customer types and time. Journal of Services Marketing Volume 32 Number 4, 400–413.

Schmitt, B., & Zarantonello, L. (2013). Consumer experience and experiential marketing: a critical review. Review of Marketing Research, 10, 25-61.

Sirapracha, J., & Tocquer, G. (2012). Customer experience, brand image and customer loyalty in telecommunication services. International Conference on Economics Business and Marketing Management, Vol. 29, 112-116.

The Economist. (2021, July 3). The long goodbye to covid-19. Retrieved from The Economist: https://www.economist.com/leaders/2021/07/03/the-long-goodbye-to-covid-19
Published
2022-11-12
How to Cite
Hermawan, D. (2022). Redefining Customer Experience in the COVID-19 Pandemic: Empirical Approach of Home Furnishings Retailer. Asian Journal of Management, Entrepreneurship and Social Science, 2(04), 292-304. https://doi.org/10.98765/ajmesc.v2i04.168
Section
Articles