ABSTRACT
Purpose: Though many conceptual and empirical studies have been conducted on the servicescape, limited research has focused on how the COVID-19 pandemic has reshaped factors influencing the servicescape. This paper aims to propose an extension of Bitner's original conceptualization, including pandemic-induced physical and social constraints on servicescape in the form of crowding, consumer risk perception during the crisis and their impact on consumers' and employees' behavioral changes in retail and hospitality sectors. Design/methodology/approach: This paper critically reviewed the past and emerging servicescape and risk literature. It then examines and delineates the concepts of crowding, density and associated risk perceptions to offer an extended servicescape framework. Alongside, scales were proposed to measure the constructs and guidelines given to conduct future empirical studies. Findings: This paper discussed the major impact on servicescape during a pandemic situation, to what extent risk is perceived during consumption and the impact of crowding and store density on employee and customer behavioral responses. Research limitations/implications: This paper principally contributes by explicitly including specific risk dimensions and crowding and proposes the scales to measure consumers' understanding of pandemic-induced perceptions of risk, crowding and density within servicescapes for further empirical testing. Alongside this, the identification and concretization of different types of perceived risks under COVID-19 provide critical and useful marketing implications. Originality/value: This study identifies relevant risk dimensions, proposes crowding as an independent construct apart from servicescape physicality and proposes relevant measures for empirical verification. © 2023, Emerald Publishing Limited.
ABSTRACT
Aim: This paper explores the correlation of the Covid-19 mortality rate with some other developmental variables. This study also attempts to highlight the state-wise variability in mortality rate in the Northeastern region of India. Study Design: The study focuses on eight Northeastern states, correlating the Covid-19 mortality rate and other development (or socio-economic) variables. This study focuses on the region of North East India because there have been few investigations on Covid-19 in the region. This study follows a cross-sectional study design. Duration of the Study: The study was conducted and completed around three months . Methodology: The nature of the correlation between the mortality rate of Covid-19 and the other variables is determined by using the Karl Pearson correlation approach. We began by performing a correlation study and calculating the correlation coefficients. Results: The results demonstrate that all independent variables adversely correlate with the Covid-19 mortality rate. Except for the number of doctors in district hospitals and health spending per capita, which have a moderate negative correlation with the predicted variable, all explanatory factors have a weak negative connection with the death rate. Surprisingly, both the NSDP per Capita and the case positivity rate have negative findings. Another major issue in the findings is that none of the factors statistically link with mortality Conclusion: This research shows that the more a state's socio-economic infrastructures, notably its health infrastructures, are developed, the lower the mortality rate in a pandemic will be.