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Service provision during the Covid-19 pandemic: Impact on customer well-being and repurchase intention1 1 Data availability statement: The data that support the findings of this paper is available at: https://figshare.com/s/bd5837e96b4768eeb4d7

Serviços na pandemia de Covid-19: Impacto no bem-estar do consumidor e na intenção de recompra

Abstract

Purpose:

This research aims to explore how the maintenance of cus­tomers’ relations with service providers during the Covid-19 pandemic affects customers’ well-being and repurchase intentions for the post-pandemic period.

Originality/value:

This paper uses empirical data collected during the Covid-19 pandemic to shed light on how individuals can improve their well-being during stressful life events through service provisions and how businesses can increase chances of recovery after stressful situations such as a pandemic.

Design/methodology/approach:

Data were collected during the pandemic with Brazilian consumers. Structural equations models (SEM) techniques were used.

Findings:

Results show that the stronger the customer’s trust in the service provider before the stressful event, the higher the maintenance of the provider’s relationship during this period. More importantly, this relationship maintenance with the service provider during the Covid-19 pandemic (even when the service is not being provided as previously agreed, e.g., online yoga classes) improved the individual’s satisfaction with life and health (i.e., well-being). These positive effects on well-being are explained by perceptions of control and the feeling of helping the service provider during a crisis (i.e., a pandemic). Furthermore, maintaining the relationship with the service provider during this period increased customers’ future repurchase intentions with the business.

Keywords:
services; well-being; life satisfaction; stressful situations; trust

Resumo

Objetivo:

O propósito desta pesquisa é explorar como a manutenção do relacionamento com prestadores de serviço durante a pandemia da Covid-19 afeta o bem-estar do consumidor e sua intenção de compra no período pós-pandemia.

Originalidade/valor:

Este artigo usa dados empíricos coletados durante a pandemia de Covid-19, para compreender como indivíduos podem melhorar seu bem-estar durante eventos estressantes por meio do uso de serviços e também como empresas podem aumentar suas possibilidades de recuperação durante essa situação.

Design/metodologia/abordagem:

Dados foram coletados através de questionário no Brasil durante o período intermediário da pandemia de Covid-19. Para executar a análise, foram feitas modelagens de equações estruturais.

Resultados:

Resultados mostram que quanto mais forte era a confiança no prestador de serviço antes do período estressante, maior será a manutenção do relacionamento com ele durante esse período. A manutenção do relacionamento entre consumidor e prestador de serviços durante a pandemia de Covid-19 melhora a satisfação com a vida e a saúde (i.e., bem-estar) do indivíduo (mesmo quando o serviço não é prestado da forma combinada previamente, e.g., aulas on-line de yoga). Os efeitos positivos no bem-estar são explicados por uma maior percepção de controle e sensação de estar ajudando o prestador de serviço durante um período de crise. Adicionalmente, a manutenção do relacionamento com o prestador de serviços durante esse período aumenta a intenção de recompra futura (i.e., após a pandemia) do consumidor junto a esse prestador de serviços.

Palavras-chave:
serviços; bem-estar; satisfação com a vida; situações estressantes; confiança

INTRODUCTION

The Covid-19 pandemic has affected people and businesses around the world. In addition to causing the death of over two million people, leading several companies to bankruptcy, and businesses to rethink the way they interact with consumers (Roggeveen & Sethuraman, 2020Roggeveen, A. L., & Sethuraman, R. (2020). How the Covid-19 pandemic may change the world of retailing. In Journal of Retailing,96(2), 169-171.https://doi.org/10.1016/j.jretai.2020.04.002
https://doi.org/10.1016/j.jretai.2020.04...
; Berry et al., 2020Berry, L. L., Danaher, T. S., Aksoy, L., & Keiningham, T. L. (2020). Service safety in the pandemic age. Journal of Service Research, 23(4), 391-395. https://doi.org/10.1177/1094670520944608
https://doi.org/10.1177/1094670520944608...
; Campbell et al., 2020Campbell, M. C., Inman, J. J., Kirmani, A., & Price, L. L. (2020). In times of trouble: A framework for understanding consumers’ responses to threats. Journal of Consumer Research, 47(3), 311-326. https://doi.org/10.1093/jcr/ucaa036
https://doi.org/10.1093/jcr/ucaa036...
), this crisis and the measures imposed by governments to reduce the virus’s propagation led to social distancing and lockdowns. Despite having an important role in decreasing the effects of the virus, this situation negatively impacted people emotionally (Xiong et al., 2020Xiong, J., Lipsitz, O., Nasri, F., Lui, L. M. W., Gill, H., Phan, L., Chen-Li, D., Iacobucci, M., Ho, R., Majeed, A., & McIntyre, R. S. (2020). Impact of Covid-19 pandemic on mental health in the general population: A sys­tematic review. Journal of Affective Disorders, 277, 55-64. https://doi.org/10.1016/j.jad.2020.08.001
https://doi.org/10.1016/j.jad.2020.08.00...
) and economically (Pfefferbaum & North, 2020Pfefferbaum, B., & North, C. S. (2020). Mental health and the Covid-19 pandemic. New England Journal of Medicine, 383(6), 510-512. https://doi.org/10.1056/nejmp2008017
https://doi.org/10.1056/nejmp2008017...
; Rettie & Daniels, 2020Rettie, H., & Daniels, J. (2020). Coping and tolerance of uncertainty: Pre­dictors and mediators of mental health during the Covid-19 pandemic. American Psychologist. Advance online publication. http://dx.doi.org/10.1037/amp0000710
http://dx.doi.org/10.1037/amp0000710...
). A pandemic is a long-term situation involving traumatic stressors, which means we cannot compare this event with the stress that might occur in everyday situations (Gruber et al., 2020Gruber, J., Prinstein, M. J., Clark, L. A., Rottenberg, J., Abramowitz, J. S., Albano, A. M., Aldao, A., Borelli, J. L., Chung, T., Davila, J., Forbes, E. E., Gee, D. G., Hall, G. C. N., Hallion, L. S., Hinshaw, S. P., Hofmann, S. G., Hollon, S. D., Joormann, J., Kazdin, A. E., … Weinstock, L. M. (2020). Mental health and clinical psychological science in the time of Covid-19: Challenges, opportunities, and a call to action. American Psychologist, 76(3), 409-426. https://doi.org/10.1037/amp0000707
https://doi.org/10.1037/amp0000707...
).

People experiencing a period of emotional stress usually have coping mechanisms to deal with the situation (Delorme et al., 2004DeLorme, D. E., Zinkhan, G. M., & Hagen, S. C. (2004). The process of consumer reactions to possession threats and losses in a natural disaster. Marketing Letters, 15(4), 185-199. https://doi.org/10.1007/s11002-005-0456-z
https://doi.org/10.1007/s11002-005-0456-...
). Among those mechanisms are: spending time where one feels safe (Rosenboim et al., 2012Rosenboim, M., Benzion, U., Shahrabani, S. & Shavit, T. (2012). Emotions, risk perceptions and precautionary behavior under the threat of terror attacks: A field study among Israeli College Students. Journal of Behavioral Decision Making, 25, 248-256. https://doi.org/10.1002/bdm.728
https://doi.org/10.1002/bdm.728...
), and searching for social support from friends and family (Li et al., 2020Li, Q., Guan, X., Wu, P., Wang, X., Zhou, L., Tong, Y., Ren, R., Leung, K. S. M., Lau, E. H. Y., Wong, J. Y., Xing, X., Xiang, N., Wu, Y., Li, Chao, Chen, Q., Li, D., Liu, T., Zhao, J., Liu, M., Tu, W., . . . & Feng, Z. (2020). Early transmission dynamics in Wuhan, China, of novel coronavirus-infected pneumonia. The New England Journal of Medicine, 382(13), 1199-1207. https://doi.org/10.1056/NEJMoa2001316
https://doi.org/10.1056/NEJMoa2001316...
). Considering that recommended behaviors to mitigate the pandemic (e.g., social distance and confinement) prevent, at least partially, individuals from adopting those mechanisms, how can individuals cope with the stress they are going through during this period? We believe that one way individuals could cope with the negative effects of the pandemic and enhance their well-being is to maintain their relationships with service providers they used before the pandemic.

We propose and investigate two explanations for the effect of main­taining a relationship with the service providers on well-being. The first explanation is that of helping others: we show that when customers maintain their relationship with service providers during this situation, they feel that they are helping the service company or professional to survive and care about others. This feeling helps them cope with negative emotions and improves well-being (Giebelhausen et al., 2016Giebelhausen, M., Chun, H. H., Cronin, J. J., & Hult, G. T. M. (2016). Adjusting the warm-glow thermostat: How incentivizing participation in voluntary green programs moderates their impact on service satisfaction. Journal of Marketing, 80(4), 56-71. https://doi.org/10.1509/jm.14.0497
https://doi.org/10.1509/jm.14.0497...
; Mathur et al., 2016Mathur, P., Chun, H. H., & Maheswaran, D. (2016). Consumer mindsets and self-enhancement: Signaling versus learning. Journal of Consumer Psychology, 26(1), 142-152. https://doi.org/10.1016/j.jcps.2015.06.007
https://doi.org/10.1016/j.jcps.2015.06.0...
). Secondly, the experience of the stressful situation depends on factors such as predictability, controllability, and duration (Schwarzer & Luszczynska, 2012Schwarzer, R., & Luszczynska, A. (2012). Stressful life events. Healthy Psycology, 9. https://doi.org/10.1002/9781118133880.hop209002
https://doi.org/10.1002/9781118133880.ho...
). While in a stressful situation, those individuals who perceive they have more control over their circumstances report less event-specific distress (Frazier et al., 2011Frazier, P., Keenan, N., Anders, S., Perera, S., Shallcross, S., & Hintz, S. (2011). Perceived past, present, and future control and adjustment to stressful life events. Journal of Personality and Social Psychology, 100(4), 749-765. https://doi.org/10.1037/a0022405
https://doi.org/10.1037/a0022405...
) and reduce negative effects like depression (Chou & Chi, 2001Chou, K. L., & Chi, I. (2001). Stressful life events and depressive symptoms: Social support and sense of control as mediators or moderators? International Journal of Aging and Human Development, 52(2), 155-171. https://doi.org/10.2190/9C97-LCA5-EWB7-XK2W
https://doi.org/10.2190/9C97-LCA5-EWB7-X...
). Therefore, continuing the relationship with a service provider during the pandemic might increase perceptions of control and consequently customer well-being.

In our research, we empirically tested this rationale using the structural equations model (SEM) with a survey conducted in Brazil in 2020, during the Covid-19 pandemic, with consumers of different services (i.e., beauty salon, gym, therapist, and cleaning services) assessing the effect that maintaining a relationship with a service provider during the quarantine has on consumers’ well-being and in their intention of repurchasing after this period. This effect is mediated by an increase in their perception of control and feelings of altruism.

The structure of this paper is the following: first, we present a theo­retical background that supports our hypotheses and provides our theoretical model. Next, we present the empirical study and its results. Finally, we discuss our results, the limitations of the study, and paths for future research.

THEORETICAL BACKGROUND AND HYPOTHESES

Consumer trust is a central concept in service relationships. It encompasses how the consumer sees the service provider in its ability to deliver its promises (Sirdeshmukh et al., 2002Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15-37. https://doi.org/10.1509%2Fjmkg.66.1.15.18449
https://doi.org/10.1509%2Fjmkg.66.1.15.1...
). The commitment-trust theory (Morgan & Hunt, 1994Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. https://doi.org/10.1177/002224299405800302
https://doi.org/10.1177/0022242994058003...
) points to trust as a key factor in developing and maintaining relationships. Trust is a stable cognition and has a future-oriented component that the person trusting must have confidence in the predictability of the trusted person’s behavior (Schumann et al., 2010Schumann, J. H., Wangenheim, F. V., Stringfellow, A., Yang, Z., Praxmarer, S., Jiménez, F. R., Blazevic, V., Shannon, R. M., Shainesh, G., & Komor, M. (2010). Drivers of trust in relational service exchange: Understanding the importance of cross-cultural differences. Journal of Service Research, 13(4), 453-468. https://doi.org/10.1177/1094670510368425
https://doi.org/10.1177/1094670510368425...
).

Trust between the consumer and the service provider tends to be increased over time as the transactions continue to occur (Ravald & Grönroos, 1996Ravald, A. & Grönroos, C. (1996), The value concept and relationship marketing. European Journal of Marketing, 30(2), 19-30. https://doi.org/10.1108/03090569610106626
https://doi.org/10.1108/0309056961010662...
; Luo et al., 2018Luo, H., Huang W., Wang, S., Ma, L. and Lin, X. (2018, July 21-22). Consumers’ trust maintenance: From the perspective of knowledge-based and identification-based trust [Paper presentation]. 15th International Conference on Service Systems and Service Management (ICSSSM), China. https://doi.org/10.1109/ICSSSM.2018.8465070
https://doi.org/10.1109/ICSSSM.2018.8465...
), and it is a central factor in the beginning and maintaining of long relationships between two parties (Yoon, 2002Yoon, S. J. (2002). The antecedents and consequences of trust in online-purchase decisions. Journal of Interactive Marketing, 16(2), 47-63. https://doi.org/10.1002/dir.10008
https://doi.org/10.1002/dir.10008...
). Additionally, according to social exchange theory, individuals who have benefited from someone will feel an unspecified obligation for reciprocation (Blau, 1964Blau, P. M. (1964). Exchange and power in social life. John Wiley & Sons.). That means that when someone (i.e., customer) has benefited from a previous relationship with a counterpart (i.e., service provider), there will be an expectation of future return (Yi & Gong, 2009Yi, Y., & Gong, T. (2009) An integrated model of customer social exchange relationship: The moderating role of customer experience, The Service Industries Journal, 29(11), 1513-1528. https://doi.org/10.1080/02642060902793474
https://doi.org/10.1080/0264206090279347...
). Bagozzi (1995)Bagozzi, R. P. (1995). Reflections on relationship marketing in consumer markets. Journal of the Academy of Marketing Science, 23(4), 272-277. https://doi.org/10.1177/009207039502300406
https://doi.org/10.1177/0092070395023004...
proposes this reciprocity in a customer-firm relationship.

We expect the customer’s trust in the service provider will have a powerful role in maintaining the service relationship in pandemic periods. This led us to develop the following hypothesis:

  • H1: Higher levels of customer trust in the service provider will lead to maintaining the relationship with the service provider during the pandemic.

Previous experiences between the customer and the service provider influence the current and future customer experiences (Lemon & Verhoef, 2016Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96. https://doi.org/10.1509/jm.15.0420
https://doi.org/10.1509/jm.15.0420...
; Verhoef et al., 2009Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85(1), 31-41. https://doi.org/10.1016/j.jretai.2008.11.001
https://doi.org/10.1016/j.jretai.2008.11...
). Just as current experiences affect future ones (Grewal & Roggeven, 2020Grewal, D., & Roggeveen, A. L. (2020). Understanding retail experiences and customer journey management. Journal of Retailing, 96(1), 3-8. https://doi.org/10.1016/j.jretai.2020.02.002
https://doi.org/10.1016/j.jretai.2020.02...
), we expect that, during the pandemic, they will also affect customers’ intentions and behaviors after this period, such as repurchase intentions.

Loyalty and willingness to revisit the service provider (i.e., repurchase intention) have also been found to occur when customers have a “good feeling” about the service (Zeithaml et al., 1996Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46. https://doi.org/10.2307/1251929
https://doi.org/10.2307/1251929...
). In a similar vein, previous research has proved that customer relationship with the provider significantly influences repurchase intentions (Rose et al., 2012Rose, S., Clark, M., Samouel, P., & Hair, N. (2012). Online customer expe­rience in e-retailing: An empirical model of antecedents and outcomes. Journal of retailing, 88(2), 308-322. https://doi.org/10.1016/j.jretai.2012.03.001
https://doi.org/10.1016/j.jretai.2012.03...
). Additionally, customers who recognize a relationship as being valuable are more likely to continue purchasing from the same company in the future (Gremler et al., 2020Gremler, D. D., Van Vaerenbergh, Y., Brüggen, E. C., & Gwinner, K. P. (2020). Understanding and managing customer relational benefits in services: A meta-analysis. Journal of the Academy of Marketing Science, 48(3), 565-583. https://doi.org/10.1007/s11747-019-00701-6
https://doi.org/10.1007/s11747-019-00701...
). This value can be related to experience, influencing attitude, and behavioral responses such as loyalty (Srivastava & Kaul, 2016Srivastava, M., & Kaul, D. (2016). Exploring the link between customer experience-loyalty-consumer spend. Journal of Retailing and Consumer Services, 31, 277-286. https://doi.org/10.1016/j.jretconser.2016.04.009
https://doi.org/10.1016/j.jretconser.201...
). Therefore, we further suggest that:

  • H2: The relationship maintenance with the service provider during the Covid-19 pandemic will increase the consumer’s intentions to repurchase from this company after the pandemic.

Beyond the effect on businesses, a situation like the Covid-19 pandemic impacts individual health. Since it is a long-term situation without an end date, it exacerbates economic disparities, fuels prejudicial beliefs, and increases feelings of emotional isolation and insecurity (Rettie & Daniels, 2020Rettie, H., & Daniels, J. (2020). Coping and tolerance of uncertainty: Pre­dictors and mediators of mental health during the Covid-19 pandemic. American Psychologist. Advance online publication. http://dx.doi.org/10.1037/amp0000710
http://dx.doi.org/10.1037/amp0000710...
; Gruber et al., 2020Gruber, J., Prinstein, M. J., Clark, L. A., Rottenberg, J., Abramowitz, J. S., Albano, A. M., Aldao, A., Borelli, J. L., Chung, T., Davila, J., Forbes, E. E., Gee, D. G., Hall, G. C. N., Hallion, L. S., Hinshaw, S. P., Hofmann, S. G., Hollon, S. D., Joormann, J., Kazdin, A. E., … Weinstock, L. M. (2020). Mental health and clinical psychological science in the time of Covid-19: Challenges, opportunities, and a call to action. American Psychologist, 76(3), 409-426. https://doi.org/10.1037/amp0000707
https://doi.org/10.1037/amp0000707...
). As a multidimensional stressor, it harms well-being (Laato et al., 2020Laato, S., Islam, A. K. M. N., Farooq, A. & Dhir, A. (2020). Unusual purchasing behavior during the early stages of the Covid-19 pandemic: The stimulus-organism-response approach. Journal of Retailing and Consumer Services, 57. https://doi.org/10.1016/j.jretconser.2020.102224
https://doi.org/10.1016/j.jretconser.202...
; Xiong et al., 2020Xiong, J., Lipsitz, O., Nasri, F., Lui, L. M. W., Gill, H., Phan, L., Chen-Li, D., Iacobucci, M., Ho, R., Majeed, A., & McIntyre, R. S. (2020). Impact of Covid-19 pandemic on mental health in the general population: A sys­tematic review. Journal of Affective Disorders, 277, 55-64. https://doi.org/10.1016/j.jad.2020.08.001
https://doi.org/10.1016/j.jad.2020.08.00...
).

Subjective well-being is a broad concept that includes two dimensions: one involving emotional responses and one involving cognitive responses, such as global judgments of life (e.g., life satisfaction) (Pavot & Diener, 1993Pavot, W., & Diener, E. (1993). Review of the satisfaction with life scale. Psychological Assessment, 5(2), 164-172. https://doi.org/10.1037/1040-3590.5.2.164
https://doi.org/10.1037/1040-3590.5.2.16...
). Since the pandemic has a relevant impact on one’s health and perceptions of life (Gruber et al., 2020Gruber, J., Prinstein, M. J., Clark, L. A., Rottenberg, J., Abramowitz, J. S., Albano, A. M., Aldao, A., Borelli, J. L., Chung, T., Davila, J., Forbes, E. E., Gee, D. G., Hall, G. C. N., Hallion, L. S., Hinshaw, S. P., Hofmann, S. G., Hollon, S. D., Joormann, J., Kazdin, A. E., … Weinstock, L. M. (2020). Mental health and clinical psychological science in the time of Covid-19: Challenges, opportunities, and a call to action. American Psychologist, 76(3), 409-426. https://doi.org/10.1037/amp0000707
https://doi.org/10.1037/amp0000707...
), the focus of this research has been on the cognitive dimension of well-being. Thus, we investigated perceptions of the health domain (Anderson & Ostrom, 2015Anderson, L., & Ostrom, A. L. (2015). Transformative Service Research. Journal of Service Research, 18(3), 243-249. https://doi.org/10.1177/1094670515591316
https://doi.org/10.1177/1094670515591316...
) and life satisfaction (Netemeyer et al., 2018Netemeyer, R. G., Warmath, D., Fernandes, D., & Lynch, J. G. (2018). How am I doing? Perceived financial well-being, its potential antecedents, and its relation to overall well-being. Journal of Consumer Research, 45(1), 68-89. https://doi.org/10.1093/jcr/ucx109
https://doi.org/10.1093/jcr/ucx109...
).

During stressful moments individuals usually adopt coping mechanisms to help them alleviate negative psychological effects. Some of the coping mechanisms suggested to relieve the negative impacts of the pandemic are: exercising regularly, maintaining a healthy diet, and searching for social support from friends and family (Xiong et al., 2020Xiong, J., Lipsitz, O., Nasri, F., Lui, L. M. W., Gill, H., Phan, L., Chen-Li, D., Iacobucci, M., Ho, R., Majeed, A., & McIntyre, R. S. (2020). Impact of Covid-19 pandemic on mental health in the general population: A sys­tematic review. Journal of Affective Disorders, 277, 55-64. https://doi.org/10.1016/j.jad.2020.08.001
https://doi.org/10.1016/j.jad.2020.08.00...
). These actions are related to the perception of normality to reduce negative feelings, often used by people facing extreme situations (Delorme et al., 2004DeLorme, D. E., Zinkhan, G. M., & Hagen, S. C. (2004). The process of consumer reactions to possession threats and losses in a natural disaster. Marketing Letters, 15(4), 185-199. https://doi.org/10.1007/s11002-005-0456-z
https://doi.org/10.1007/s11002-005-0456-...
).

Previous research has shown that customers derive social benefits from relationships with service firms (Berry, 1995Berry, L. L. (1995). Relationship marketing of services-growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23(4), 236-245. https://doi.org/10.1177/009207039502300402
https://doi.org/10.1177/0092070395023004...
), such as a sense of familiarity and social support (Price & Arnould, 1999Price, L. L., & Arnould, E. J. (1999). Commercial friendships: Service provider-client relationships in context. Journal of Marketing, 63(4), 38-56. https://doi.org/10.2307/1251973
https://doi.org/10.2307/1251973...
). These benefits might also help to handle the outcomes of a pandemic. Considering that customer expe­rience with service providers can improve consumer life satisfaction (Choung et al., 2020Choung, Y., Pak, T. Y., & Chatterjee, S. (2020). Consumption and life satisfaction: The Korean evidence. International Journal of Consumer Studies.https://doi.org/10.1111/ijcs.12620
https://doi.org/10.1111/ijcs.12620...
) and happiness (Gong & Yi, 2018Gong, T., & Yi, Y. (2018). The effect of service quality on customer satisfaction, loyalty, and happiness in five Asian countries. Psychology & Marketing, 35(6), 427-442. https://doi.org/10.1002/mar.21096
https://doi.org/10.1002/mar.21096...
), we expect that by maintaining the relationship with service professionals during such a stressful time (even in different forms than previously agreed, i.e., online) would also lead to greater well-being. Hence, we propose the following hypothesis:

  • H3a: The maintenance of the relationship with the service provider during the pandemic will improve consumer’s satisfaction with life (well-being indicator);

  • H3b: The maintenance of the relationship with the service provider during the pandemic will improve consumer’s physical and mental health (well-being indicator)

In addition to helping create a sense of normality, providing social benefits, and increasing well-being (Zheng et al., 2020Zheng, L., Miao, M., & Gan, Y. (2020). Perceived control buffers the effects of the Covid-19 pandemic on general health and life satisfaction: The mediating role of psychological distance. Applied Psychology: Health and Well-Being, 12(4), 1095-1114. https://doi.org/10.1111/aphw.12232
https://doi.org/10.1111/aphw.12232...
), maintaining the service usage and relationship can trigger other positive behaviors, like prosocial perceptions. Prosocial behavior is defined as generally beneficial actions to other people (Penner et al., 2005Penner, L. A., Dovidio., J. F., Piliavin., J. A., & Schroeder., D. A. (2005). Prosocial Behavior: Multilevel Perspectives. Annual Review of Psychology, 56(1), 365-392. https://doi.org/10.1146/annurev.psych.56.091103.070141
https://doi.org/10.1146/annurev.psych.56...
; Ackfeldt & Wong, 2006Ackfeldt, A.-L., & Wong, V. (2006). The antecedents of prosocial service behaviours: An empirical investigation. The Service Industries Journal, 26(7), 727-745. https://doi.org/10.1080/02642060600898237
https://doi.org/10.1080/0264206060089823...
). It includes volunteering, donating money, or buying products or services that benefit a good cause (Cavanaugh et al., 2015Cavanaugh, L. A., Bettman, J. R., & Luce, M. F. (2015). Feeling love and doing more for distant others: Specific positive emotions differentially affect prosocial consumption. Journal of Marketing Research, 52(5), 657-673. https://doi.org/10.1509/jmr.10.0219
https://doi.org/10.1509/jmr.10.0219...
).

In situations like the pandemic, which are a misfortune to all service providers, the experience from the customer’s relationship with the provider may influence their attitude toward helping them.

Individuals are naturally predisposed to respond to the suffering of others and offer help (Xu et al., 2020Xu, Q., Kwan, C. M. C., & Zhou, X. (2020). Helping Yourself before Helping Others: How Sense of Control Promotes Charitable Behaviors. Journal of Consumer Psychology, 30(3), 486-505. https://doi.org/10.1002/jcpy.1163
https://doi.org/10.1002/jcpy.1163...
). Still, there are also personal and contextual factors that might induce this kind of behavior. Personal distress can increase a person’s focus on helping others (Verhaert & Van den Poel, 2011Verhaert, G. A., & Van den Poel, D. (2011). Empathy as added value in predicting donation behavior. Journal of Business Research, 64(12), 1288-1295. https://doi.org/10.1016/j.jbusres.2010.12.024
https://doi.org/10.1016/j.jbusres.2010.1...
). It might also be a way to deal with stressful situations and relieve negative emotions such as sadness and anxiety (Cialdini et al., 1981Cialdini, R. B., Banmann, D. J., & Kenrick, D. T. (1981). Insights from sadness: A three-step model of the development of altruism as hedonism? Developmental Review, 1(3), 207-223. https://doi.org/10.1016/0273-2297(81)90018-6
https://doi.org/10.1016/0273-2297(81)900...
). In addition, studies have shown that spending money on helping others promotes more happiness than spending the same amount on oneself (Dunn et al., 2008Dunn, E. W., Aknin, L. B., & Norton, M. I. (2008). Spending money on others promotes happiness. Science, 319(5870), 1687-1688. https://doi.org/10.1126/science.1150952
https://doi.org/10.1126/science.1150952...
). Hence, people who engage in positive actions towards a third party experience reduced their emotional discomfort and sadness (Penner et al., 2005Penner, L. A., Dovidio., J. F., Piliavin., J. A., & Schroeder., D. A. (2005). Prosocial Behavior: Multilevel Perspectives. Annual Review of Psychology, 56(1), 365-392. https://doi.org/10.1146/annurev.psych.56.091103.070141
https://doi.org/10.1146/annurev.psych.56...
; Xu et al., 2020Xu, Q., Kwan, C. M. C., & Zhou, X. (2020). Helping Yourself before Helping Others: How Sense of Control Promotes Charitable Behaviors. Journal of Consumer Psychology, 30(3), 486-505. https://doi.org/10.1002/jcpy.1163
https://doi.org/10.1002/jcpy.1163...
).

Considering these relations, we expect that when consumers maintain their relationship with service providers during a very stressful situation, they may feel that they are caring about it by helping the service company. This will trigger positive feelings and ultimately increase their well-being (Mathur et al., 2016Mathur, P., Chun, H. H., & Maheswaran, D. (2016). Consumer mindsets and self-enhancement: Signaling versus learning. Journal of Consumer Psychology, 26(1), 142-152. https://doi.org/10.1016/j.jcps.2015.06.007
https://doi.org/10.1016/j.jcps.2015.06.0...
) in life satisfaction and physical and mental health dimensions. Thus, we propose the following hypothesis:

  • H4a: The effect of maintaining the relationship with the service provider on the consumer’s satisfaction with life (well-being indicator) will be partially explained by the feelings of helping the service provider.

  • H4b: The effect of maintaining the relationship with the service provider in the consumer’s physical and mental health (well-being indicator) will be partially explained by the feelings of helping the service provider.

Another construct that might help explain the positive effects of the maintenance of the service relationship on well-being and health is perceived control (Cross et al., 2018Cross, M. P., Hofschneider, L., Grimm, M., & Pressman, S. D. (2018). Subjective well-being and physical health. In E. Diener, S. Oishi, & L. Tay (Eds.), Handbook of well-being. DEF Publishers.), which relates to the capacity someone has to handle or prevent a certain event (Frazier et al., 2011Frazier, P., Keenan, N., Anders, S., Perera, S., Shallcross, S., & Hintz, S. (2011). Perceived past, present, and future control and adjustment to stressful life events. Journal of Personality and Social Psychology, 100(4), 749-765. https://doi.org/10.1037/a0022405
https://doi.org/10.1037/a0022405...
). In extreme situations, when the individual cannot manage or influence events, perceived control is reduced (Mittal & Griskevicius, 2014Mittal, C., & Griskevicius, V. (2014). Sense of control under uncertainty depends on people’s childhood environment: A life history theory approach. Journal of Personality and Social Psychology, 107(4), 621-637. https://doi.org/10.1037/a0037398
https://doi.org/10.1037/a0037398...
). It might result in negative outcomes since unpredictable and uncontrollable events trigger fear and increase stress (Rosenboim et al., 2012Rosenboim, M., Benzion, U., Shahrabani, S. & Shavit, T. (2012). Emotions, risk perceptions and precautionary behavior under the threat of terror attacks: A field study among Israeli College Students. Journal of Behavioral Decision Making, 25, 248-256. https://doi.org/10.1002/bdm.728
https://doi.org/10.1002/bdm.728...
).

Individuals who perceive more control over a traumatic or stressful situation report less event-specific distress (Frazier et al., 2011Frazier, P., Keenan, N., Anders, S., Perera, S., Shallcross, S., & Hintz, S. (2011). Perceived past, present, and future control and adjustment to stressful life events. Journal of Personality and Social Psychology, 100(4), 749-765. https://doi.org/10.1037/a0022405
https://doi.org/10.1037/a0022405...
). Moreover, recent studies about the Covid-19 pandemic have identified that perceived control may be a protective factor buffering the negative psychological impact on general health and life satisfaction (Zheng et al., 2020Zheng, L., Miao, M., & Gan, Y. (2020). Perceived control buffers the effects of the Covid-19 pandemic on general health and life satisfaction: The mediating role of psychological distance. Applied Psychology: Health and Well-Being, 12(4), 1095-1114. https://doi.org/10.1111/aphw.12232
https://doi.org/10.1111/aphw.12232...
). Likewise, we suggest that by maintaining the relationship with the service provider, the individual will enhance perceptions of control, which, in turn, will have a positive impact on well-being. Therefore, we propose the following hypothesis:

  • H5a: The effect of maintaining the relationship with the service provider in the consumer’s satisfaction with life (well-being indicator) will be partially explained by perceptions of control of the situation.

  • H5b: The effect of maintaining the relationship with the service provider in the consumer’s physical and mental health (well-being indicator) will be partially explained by perceptions of control of the situation.

Figure 1 summarizes our proposed research model with the hypotheses previously mentioned.

Figure 1
Research model

METHODS

To test our hypotheses, we surveyed a sample of Brazilians in 2020, during the Covid-19 pandemic - when the country passed the milestone of 1,000 deaths. At this time, most people were in self-quarantine at home, and pressure from the public to reopen business and relax social distancing rules was beginning to increase. We used covariance-based SEM with AMOS software to test our hypotheses.

Pre-testing

Before conducting the survey, we did a pre-testing to see what kind of services people were using during the pandemic and verify if these services were being provided differently (e.g., online gym classes instead of going to the gym in person). Participants who agreed to participate in the survey received a list of services (e.g., gym, cleaning services, beauty services) and were asked to select up to four of the services they were accustomed to using before the pandemic. They also reported how these services were provided during the pandemic (e.g., if they maintained the service regularly, online, or suspended it). The pre-test also assessed individuals’ emotions such as stress levels, the conditions of social isolation, and demographic data.

Results

A total sample of 446 subjects (81% female, mean age 37 years old) participated in this survey. The mean for social distancing on a 7-point scale (1 - “No isolation at all” and 7 - “Totally isolated”) was 5.89 (SD = 1.08). The participants’ average period of social distancing was 24 days, with most participants (61.9%) being isolated along with their spouses and/or children. The pre-test showed us that the services people were using more often during the pandemic were: gym (N = 260), housekeeping (N = 245), beauty services (N = 383), and therapy (N = 182). We used those four main services provisions to test our hypotheses in the main study.

MAIN STUDY

The data collection took place between late July and early August 20202 2 The survey started on July 27th, 122 days after the first case of Covid-19 in Brazil. On this date, Brazil had a total of 1.314M confirmed cases and 87,618k deaths (Center for Systems Science and Engineering at Johns Hopkins University, retrieved from: https://coronavirus.jhu.edu/map.html). . It was an online survey with participants recruited by social media and e-mail. They did not receive any payment for their participation3 3 For each valid questionnaire we donated BRL 0.5 to a charity institution that helps poor children. . Subjects were asked about the most cited services from the pre-test if they had used each service before the Coronavirusarrived in Brazil. If they answered “yes”, they assessed how much they trusted the service provider (4-item scale from Sirdeshmukh et al., 2002Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15-37. https://doi.org/10.1509%2Fjmkg.66.1.15.18449
https://doi.org/10.1509%2Fjmkg.66.1.15.1...
). We measured the kind of bond the customer maintained with the service provider during the period (i.e., whether the customer continued a regular service provision, an online service provision, or no provision at all).

Participants then reported their future repurchase intentions (three items, from Zeithaml et al., 1996Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46. https://doi.org/10.2307/1251929
https://doi.org/10.2307/1251929...
) and feelings that they were helping the service providers during this stressful situation (four items - e.g., “I feel I am helping service providers during the pandemic period”) inspired by the “Attitude towards helping others” scale from Webb et al. (2000)Webb, D. J., Green, C. L., & Brashear, T. G. (2000). Development and validation of scales to measure attitudes influencing monetary donations to charitable organizations. Journal of the Academy of Marketing Science, 28(2), 299-309. https://doi.org/10.1177/0092070300282010
https://doi.org/10.1177/0092070300282010...
. We assessed well-being using the satisfaction with life scale (five items, adapted from Pavot & Diener, 1993Pavot, W., & Diener, E. (1993). Review of the satisfaction with life scale. Psychological Assessment, 5(2), 164-172. https://doi.org/10.1037/1040-3590.5.2.164
https://doi.org/10.1037/1040-3590.5.2.16...
) and physical and mental health scale (two items adapted from Martin & Hill, 2015Martin, K. D., & Hill, R. P. (2015). Saving and well-being at the base of the pyramid. Journal of Service Research, 18(3), 405-421. https://doi.org/10.1177/1094670514563496
https://doi.org/10.1177/1094670514563496...
). Participants also reported the perceived control related to this stressful life event (5 items from Frazier et al., 2011Frazier, P., Keenan, N., Anders, S., Perera, S., Shallcross, S., & Hintz, S. (2011). Perceived past, present, and future control and adjustment to stressful life events. Journal of Personality and Social Psychology, 100(4), 749-765. https://doi.org/10.1037/a0022405
https://doi.org/10.1037/a0022405...
). Given the context that the study was conducted during, we collected a series of covariates in our analysis, such as participant’s stress levels (four items, Cohen et al., 1986Cohen, S. (1986). Contrasting the hassles scale and the perceived stress scale: Who’s really measuring appraised stress? American Psychologist, 41(6), 716-718. https://doi.org/10.1037/0003-066X.41.6.716
https://doi.org/10.1037/0003-066X.41.6.7...
), whether their family income had suffered any changes, social distancing conditions, and demographic data (e.g., gender, age) to control potential external variables that might act as confounders to the results.

Results

A total sample of 837 consumers (71% female, M age = 36 years) participated in this survey. The social distancing on a 7-point scale was 5.3 (SD = 1.45), and most people (59%) were isolated along with their spouses and children. The monthly family income was between US$ 926.00 and US$ 2778.00 (47% of the respondents). Concerning the financial impact of this context, 64% said there had already been an impact on their income or that their financial returns would reduce in the near future.

All constructs exhibited an acceptable level of reliability (α > 0.70, Nunnally & Bernstein, 1994Nunnally, J. C. & Bernstein, I.H. (1994) The assessment of reliability. Psychometric Theory, 3, 248-292.), and the average variance extracted (AVE) for each construct exceeded 0.50 (Table 1).

Table 1
Scales summary and convergent validity

All factor loadings were within the range of .63-.95, which represents an acceptable fit. The internal consistency of the measurement items was also examined using composite reliability (CR). Results indicated a CR of between .81-.96, which is acceptable as it is above the threshold value of 0.70 (Fornell & Larcker, 1981Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312
https://doi.org/10.2307/3151312...
). Health measures had a significant correlation (r = .49; p < .01). Tables 1 and 2 show convergent and discriminant validity for the constructs used in the study.

Table 2
Discriminant validity for the constructs

As for the structural model, the fit indices suggest that the measurement model was a good fit for the data, χ2/gl = 9.14, TLI = .86, CFI = .88, RMSEA = .06. The results indicated that trust is positively related to maintenance of the service relationship (H1TR→MSR = β = .70 z = 4.11, p < .01). Moreover, the maintenance of the service relationship is associated with an increase in repurchase intentions (H2MSR→RI = β = .27, z = 8.09, p < .01). As for the relationship between maintenance of the service bond and the feeling of helping the service providers, results showed a positive effect, in which stronger bonding with the service provider will result in a greater feeling of helping the service providers (β = .51, z = 10.0, p < .01). As control variables, the results showed that educational background and the home environment affect both individuals’ health and satisfaction with life. Age also had a control effect on satisfaction with life. Home environment, the income of individuals, and gender affected repurchase intentions. For complete results, see Table 3.

Table 3
Summary of results

Our findings also suggest that the feelings of helping the service provider play a mediation role between the service relationship maintenance and satisfaction with life (H4a MSR→HLP→SWL = β = .04 z = 2.59, p < .01), which is in line with Hypothesis 4a, and also between the service relationship maintenance and health (H4b MSR→HLP→ HEALTH = β = .06 z = 8.30, p < .01), which is in line with Hypothesis 4b. Results also suggest that perceived control plays a role in mediating service relationship maintenance and satisfaction with life (H5a MSR→CTRL→SWL = β = 1.22 z = 10.84, p < .01), and also between service relationship maintenance and health (H5b MSR→CTRL→HEALTH = β = 1.27 z = 14.23, p < .01) thus confirming hypotheses 5a and 5b. Figure 2 shows all the coefficients and paths for the proposed model.

Figure 2
Coefficients and paths for the proposed model
  • Controls:

  • Income maintenance

  • Stress

  • Home environment

  • Educational background

  • Income

  • Income change

  • Age

  • Gender


These results demonstrate that maintaining a strong relationship during periods of crisis can increase the likelihood of retaining the customer after this period. The feelings of helping the service providers and the perceived control played an important role, acting as full mediators for satisfaction with life and partial mediators between relationship maintenance and health.

One explanation for the partial mediation could be due to some responses about experiences with services like gym and mental therapy, and these kinds of services can have an impact on psychological and physical health. Hence, we still have a direct effect, even with both mediators included in the model. These effects are important because they show how the maintenance of services increases the individual’s well-being during a stressful situation.

Table 4
Summary of results for the control variables

DISCUSSION

There has been much discussion about how the Covid-19 pandemic has affected the population (Gruber et al., 2020Gruber, J., Prinstein, M. J., Clark, L. A., Rottenberg, J., Abramowitz, J. S., Albano, A. M., Aldao, A., Borelli, J. L., Chung, T., Davila, J., Forbes, E. E., Gee, D. G., Hall, G. C. N., Hallion, L. S., Hinshaw, S. P., Hofmann, S. G., Hollon, S. D., Joormann, J., Kazdin, A. E., … Weinstock, L. M. (2020). Mental health and clinical psychological science in the time of Covid-19: Challenges, opportunities, and a call to action. American Psychologist, 76(3), 409-426. https://doi.org/10.1037/amp0000707
https://doi.org/10.1037/amp0000707...
), businesses, and consumers (Berry et al., 2020Berry, L. L., Danaher, T. S., Aksoy, L., & Keiningham, T. L. (2020). Service safety in the pandemic age. Journal of Service Research, 23(4), 391-395. https://doi.org/10.1177/1094670520944608
https://doi.org/10.1177/1094670520944608...
; Eger et al., 2021Eger, L., Komarkova, L., Egerova, D. & Micik, M. (2021).The effect of Covid-19 on consumer shopping behaviour: Generational cohort perspective. Journal of Retailing and Consumer Services, 61. https://doi.org/10.1016/j.jretconser.2021.102542
https://doi.org/10.1016/j.jretconser.202...
). This is a stressful event that increases fear and stress levels and, as such, harms the individual’s well-being (Campbell et al., 2020Campbell, M. C., Inman, J. J., Kirmani, A., & Price, L. L. (2020). In times of trouble: A framework for understanding consumers’ responses to threats. Journal of Consumer Research, 47(3), 311-326. https://doi.org/10.1093/jcr/ucaa036
https://doi.org/10.1093/jcr/ucaa036...
; Bridgland et al., 2021Bridgland, V. M. E., Moeck, E. K., Green, D. M., Swain, T. L., Nayda, D. M., Matson, L. A., Hutchison, N. P., & Takarangi, M. K. T. (2021). Why the Covid-19 pandemic is a traumatic stressor. PLOS ONE, 16(1), e0240146. https://doi.org/10.1371/journal.pone.0240146
https://doi.org/10.1371/journal.pone.024...
). To reduce these negative impacts, supportive relationships have a relevant role in reducing stress and increasing well-being (Morelli et al., 2017Morelli, S. A., Ong, D. C., Makati, R., Jackson, M. O., & Zaki, J. (2017). Empathy and well-being correlate with centrality in different social networks. Proceedings of the National Academy of Sciences, 114(37), 9843-9847. https://doi.org/10.1073/pnas.1702155114
https://doi.org/10.1073/pnas.1702155114...
).

This research demonstrates that interacting with service providers during stressful situations, such as the Covid-19 pandemic, can work as a coping mechanism that improves the individual’s well-being. Therefore, our findings contribute to Transformative Service Research (TSR) (Anderson & Ostrom, 2015Anderson, L., & Ostrom, A. L. (2015). Transformative Service Research. Journal of Service Research, 18(3), 243-249. https://doi.org/10.1177/1094670515591316
https://doi.org/10.1177/1094670515591316...
), which has already shown that service organizations can act as vectors to promote well-being among individuals (Anderson et al., 2013Anderson, L., Ostrom, A. L., Corus, C., Fisk, R. P., Gallan, A. S., Giraldo, M., Mende, M., Mulder, M., Rayburn, S. W., Rosenbaum, M. S., Shirahada, K., & Williams, J. D. (2013). Transformative service research: An agenda for the future. Journal of Business Research, 66(8), 1203-1210. https://doi.org/10.1016/j.jbusres.2012.08.013
https://doi.org/10.1016/j.jbusres.2012.0...
) and that customers may find social support in some specific services contexts (e.g., health care clinic) (Rosembaum et al., 2021Rosenbaum, M. S., Kim, K., Ramirez, G. C., Orejuela, A. R., & Park, J. (2021). Improving well-being via adaptive reuse: Transformative repurposed service organizations. Service Industries Journal, 41(3-4), 223-247. https://doi.org/10.1080/02642069.2019.1615897
https://doi.org/10.1080/02642069.2019.16...
). Some studies have already analyzed the impacts of Covid-19 from the perspective of TSR (Barnes et al., 2020Barnes, D. C., Mesmer-Magnus, J., Scribner, L. L., Krallman, A., & Guidice, R. M. (2020). Customer delight during a crisis: Understanding delight through the lens of transformative service research. Journal of Service Management. Advance online publication. https://doi.org/10.1108/JOSM-05-2020-0146
https://doi.org/10.1108/JOSM-05-2020-014...
; Henkel et al., 2020Henkel, A. P., Čaić, M., Blaurock, M., & Okan, M. (2020). Robotic transformative service research: Deploying social robots for consumer well-being during Covid-19 and beyond. Journal of Service Management, 31(6), 1131-1148. https://doi.org/10.1108/JOSM-05-2020-0145
https://doi.org/10.1108/JOSM-05-2020-014...
). However, as far as we know, this is the first study with empirical data to address the impacts of the consumer’s service expe­rience during a stressful situation with the magnitude of a pandemic instead of a specific service encounter.

Our findings also reveal that preserving the relationship with the service provider will be positive for both the consumer and the service provider during a stressful situation such as a pandemic. By maintaining a relationship with the provider during difficult times, consumers feel that they are helping the company. Ultimately, this feeling of helping the other party will benefit consumers with positive impacts on well-being (i.e., health and life satisfaction).

Additionally, maintaining service relationships also contribute to perceived control from the customer perspective. Perceptions of control reduce stress (Cross et al., 2018Cross, M. P., Hofschneider, L., Grimm, M., & Pressman, S. D. (2018). Subjective well-being and physical health. In E. Diener, S. Oishi, & L. Tay (Eds.), Handbook of well-being. DEF Publishers.) and increase well-being (Lachman & Weaver, 1998Lachman, M. E., & Weaver, S. L. (1998). The sense of control as a moderator of social class differences in health and well-being. Journal of Personality and Social Psychology, 74(3), 763-773. https://doi.org/10.1037/0022-3514.74.3.763
https://doi.org/10.1037/0022-3514.74.3.7...
). Therefore, this can be a coping mechanism used in stressful and traumatic events (Frazier et al., 2011Frazier, P., Keenan, N., Anders, S., Perera, S., Shallcross, S., & Hintz, S. (2011). Perceived past, present, and future control and adjustment to stressful life events. Journal of Personality and Social Psychology, 100(4), 749-765. https://doi.org/10.1037/a0022405
https://doi.org/10.1037/a0022405...
; Bridgland et al., 2021Bridgland, V. M. E., Moeck, E. K., Green, D. M., Swain, T. L., Nayda, D. M., Matson, L. A., Hutchison, N. P., & Takarangi, M. K. T. (2021). Why the Covid-19 pandemic is a traumatic stressor. PLOS ONE, 16(1), e0240146. https://doi.org/10.1371/journal.pone.0240146
https://doi.org/10.1371/journal.pone.024...
), which proved useful during the pandemic. It has positively affected an individual’s physical and mental health and influenced life satisfaction. Perceived control has a temporal perspective because when people can control what happens during the event, this may suggest that it can also influence outcomes after this period.

This research also provides insight into the effect of the previous relationship with the service provider in an extreme and stressful situation. A strong relationship influences the propensity to maintain this bond during the crisis, which, in turn, increases the likelihood of repurchasing from the same company. (i.e., post-pandemic period). This finding confirms that continuing to provide services during an atypical moment, even if not as previously agreed (e.g., online yoga classes), results in positive outcomes, not only for the consumer but also for the company; it results in sales after the crisis and possibly in a reinforcement of the previously constructed relationship.

Managerial implications

The results of this research highlight some possible courses of action for public policy. The continuity of close relationships with companies and routines positively influences well-being. Therefore, governments and policymakers might encourage the continuation of some services, even in different formats, to help improve citizens’ physical and mental health. Moreover, the most vulnerable populations have suffered the hardest impacts because of the effects on jobs and income and the increase in inequalities and vulnerabilities of these social groups (Hill, 2020Hill, R. P. (2020). Pandemic 101. Journal of Consumer Affairs, 54(2), 393-394. https://doi.org/https://doi.org/10.1111/joca.12303
https://doi.org/https://doi.org/10.1111/...
). Our results further confirm that people who were socially isolated in more comfortable locations had higher levels of well-being.

These outcomes are relevant for businesses, especially because they demonstrate that offering some service, even if it is different than previously agreed (i.e., online), is better than not offering any. Considering that the experience with the service provider during such a stressful moment is a coping mechanism that brings positive outcomes, not only for consumers’ mental health but also improving their future intentions to purchase from the same provider, businesses should try to find ways of maintaining the relationship. Strategies such as keeping in touch with clients using digital channels, interacting, and building rapport, might be good practices that could increase customers’ sense of control and are also easy for the company to implement. With businesses being unable to operate due to lockdown restrictions, being resilient during this period might prove positive in the future because it increases repurchase intentions.

Even though this research focused on a pandemic situation, the results might be applied to other unprecedented episodes that involve traumatic stressors (Gruber et al., 2020Gruber, J., Prinstein, M. J., Clark, L. A., Rottenberg, J., Abramowitz, J. S., Albano, A. M., Aldao, A., Borelli, J. L., Chung, T., Davila, J., Forbes, E. E., Gee, D. G., Hall, G. C. N., Hallion, L. S., Hinshaw, S. P., Hofmann, S. G., Hollon, S. D., Joormann, J., Kazdin, A. E., … Weinstock, L. M. (2020). Mental health and clinical psychological science in the time of Covid-19: Challenges, opportunities, and a call to action. American Psychologist, 76(3), 409-426. https://doi.org/10.1037/amp0000707
https://doi.org/10.1037/amp0000707...
). Likewise, it is worth noting that while the Covid-19 pandemic attracted global attention in 2020, pandemic outbreaks are becoming increasingly frequent over the last recent decades (Chin et al., 2020Chin, A., Simon, G. L., Anthamatten, P., Kelsey, K. C., Crawford, B. R., & Weaver, A. J. (2020). Pandemics and the future of human-landscape interactions. Anthropocene, 31, 100256. https://doi.org/10.1016/j.ancene.2020.100256
https://doi.org/10.1016/j.ancene.2020.10...
). Human activities such as the loss of forests, which favors the cohabitation of humans and animals, has facilitated the emergence of pandemic events (Zhou et al., 2020Zhou, P., Yang, X. L., Wang, X. G., Hu, B., Zhang, L., Zhang, W., Si, H.-R., Zhu, Y., Li, B., Huang, C.-L., Chen, H.-D., Chen, J., Luo, Y., Guo, H., Jiang, R.-D., Liu, M.-Q., Chen, Y., Shen, X.-R., Wang, X., Zheng, X.-S., ... & Shi, Z.-L. (2020). A pneumonia outbreak associated with a new coronavirus of probable bat origin. Nature, 579, 270-273. https://doi.org/10.1038/s41586-020-2012-7
https://doi.org/10.1038/s41586-020-2012-...
), and the increase in globalized trade and travel helps to spread viruses across the globe (Chin et al., 2020Chin, A., Simon, G. L., Anthamatten, P., Kelsey, K. C., Crawford, B. R., & Weaver, A. J. (2020). Pandemics and the future of human-landscape interactions. Anthropocene, 31, 100256. https://doi.org/10.1016/j.ancene.2020.100256
https://doi.org/10.1016/j.ancene.2020.10...
). As a result, society has frequently faced global pandemics like Sars (2002), the Avian Flu (2003), Swine Flu (2009), Mers (2012), Ebola (2014), Zika (2015), and now Covid-19 (2019) (Chin et al., 2020Chin, A., Simon, G. L., Anthamatten, P., Kelsey, K. C., Crawford, B. R., & Weaver, A. J. (2020). Pandemics and the future of human-landscape interactions. Anthropocene, 31, 100256. https://doi.org/10.1016/j.ancene.2020.100256
https://doi.org/10.1016/j.ancene.2020.10...
). Unless drastic changes occur in our society, the chances are that pandemic outbreaks will emerge more frequently with the potential to affect our lives. Therefore, it is important to understand how people and businesses cope with episodes that provoke increased stress, anxiety, depression, and a consequent decrease in overall well-being.

Limitations and future research

We collected data in Brazil, the country with the second-highest number of deaths caused by Covid-19. Collectivistic societies, like Brazil, emphasize norms for behavioral conformity, interdependence, and the well-being of their in-group, whereas, for individualists, goals emphasizing individual accomplishment, autonomy, internal locus of control, and equity in exchange are salient aspects (Triandis, 1995Triandis, H. C. (1995). Individualism and Collectivism. Westview.). Therefore, perceptions of helping the third party in Brazil could be a stronger mechanism for explaining the effect of service experience on well-being. At the same time, in individualistic societies, perceived control may play that role. Hence, cultural factors, such as individualism/collectivism, may play a role in our conceptual model. Future studies should focus on different populations and countries.

All services we explored are essentially presential, face-to-face services (i.e., they demand a certain physical interaction between customer and service provider). Despite these services being the most cited in our pretest and representing different types of service in terms of the focus of the service provision (i.e., thing, body, mind) and the locus of provision (i.e., a home or service environment) (Lovelock, 1983Lovelock, C. H. (1983). Classifying services to gain strategic marketing insights. Journal of Marketing, 47(3), 9-20. https://doi.org/10.1177/002224298304700303
https://doi.org/10.1177/0022242983047003...
), future research could address other types of service (e.g., streaming services).

Future studies could offer more insight into the post-pandemic effects of service provision during social distancing. Further research could examine if the future repurchase intentions reported in our studies become actual behaviors. They could also explore if customers’ level of trust in these service firms is enhanced.

  • 2
    The survey started on July 27th, 122 days after the first case of Covid-19 in Brazil. On this date, Brazil had a total of 1.314M confirmed cases and 87,618k deaths (Center for Systems Science and Engineering at Johns Hopkins University, retrieved from: https://coronavirus.jhu.edu/map.html).
  • 3
    For each valid questionnaire we donated BRL 0.5 to a charity institution that helps poor children.

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Publication Dates

  • Publication in this collection
    03 June 2022
  • Date of issue
    2022

History

  • Received
    03 May 2021
  • Accepted
    08 Sept 2021
Editora Mackenzie; Universidade Presbiteriana Mackenzie Rua da Consolação, 896, Edifício Rev. Modesto Carvalhosa, Térreo - Coordenação da RAM, Consolação - São Paulo - SP - Brasil - cep 01302-907 - São Paulo - SP - Brazil
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