A Conceptual Framework for Customer Experience Towards COVID-19 Preventive Measures of Malaysian Retailers

Fatin Husna  Suib; Suharni  Maulan; Amirah  Ahmad Suki

This study develops a framework on customer experience towards COVID-19 preventive measures of Malaysian retailers. Specifically, it proposes a conceptual framework of In-Store Customer Experience (ISCX) and preventive measures within the implementation of the Maslow Hierarchy of Needs concept. Eventually, the upcoming focus is to investigate the ISCX towards the preventive measures in fulfilling the customers’ physiological and basic needs through the utilisation of this framework. This study used a qualitative descriptive approach utilising the thematic analysis to identify its customers’ experiences on the retailer’s preventive measures during COVID-19 pandemic. These measures were collected and analysed through Atlas.ti software. This study will provide insights for future researches to investigate further on how retailers’ preventive measures affect ISCX; as the new coronavirus, COVID-19 is not the first threatening disease that’s surged worldwide. It also will provide more suggestions to policymakers and businesses on preventive measures deemed to be suitable for future implementation of the guideline. This research will also support Sustainable Development Goal 3 for Good Health and Well-Being which helps end the COVID-19 pandemic as an infectious disease.

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In-Text Citation: (Suib et al., 2021)
To Cite this Article: Suib, F. H., Maulan, S., & Suki, A. A. (2021). A Conceptual Framework for Customer Experience Towards COVID-19 Preventive Measures of Malaysian Retailers. International Journal of Academic Research in Business and Social Sciences, 11(6), 1279–1292.

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A Conceptual Framework for Customer Experience Towards COVID-19 Preventive Measures of Malaysian Retailers

Fatin Husna Suib, Suharni Maulan, Amirah Ahmad Suki

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