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Effects of retailers’ service quality and legitimacy on behavioral intention: the role of emotions during COVID-19

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  • Kiseol Yang
  • Jiyoung Kim
  • Jihye Min
  • Araceli Hernandez-Calderon

Abstract

By applying institutional theory to the current retail environment under the COVID-19 pandemic, the purpose of this study is to 1) identify service quality dimensions that generate pragmatic and social legitimacy, 2) investigate the effects of pragmatic and social legitimacy on revisit intention and health-focused behavior, and 3) examine the moderating role of emotions (i.e. hope and fear) in the relationships among service quality dimensions, legitimacy, and consumer behavioral intentions. Using data (n=473) collected during June 2020, this study finds that hygiene practice, reliability, safety assurance, and empathy are determinants of pragmatic and social legitimacy, which encourages consumers’ intention to revisit the retailer and foster health-focused behavior. The moderating role of emotions (i.e. hope and fear) is also examined in the causal relationships among service quality, legitimacy, and behavioral intentions. Implications for how retailers can serve their customers as their emotions related to the pandemic intensify are discussed.

Suggested Citation

  • Kiseol Yang & Jiyoung Kim & Jihye Min & Araceli Hernandez-Calderon, 2021. "Effects of retailers’ service quality and legitimacy on behavioral intention: the role of emotions during COVID-19," The Service Industries Journal, Taylor & Francis Journals, vol. 41(1-2), pages 84-106, January.
    • Handle: RePEc:taf:servic:v:41:y:2021:i:1-2:p:84-106
    DOI: 10.1080/02642069.2020.1863373
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    Cited by:

    1. Díez-Martín, Francisco & Miotto, Giorgia & Cachón-Rodríguez, Gabriel, 2022. "Organizational legitimacy perception: Gender and uncertainty as bias for evaluation criteria," Journal of Business Research, Elsevier, vol. 139(C), pages 426-436.
    2. Fong, Cher-Min & Chang, Hsing-Hua Stella & Lin, Mong-Ching & Chen, I-Hung, 2022. "Reexamining emerging market animosity toward western developed countries: A social dilemma in physical retailing consumption under normative influence," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    3. Zoirova Shokhsanam & Young-joo Ahn, 2021. "Employee Service Quality at Uzbekistani Halal Restaurants Amid the COVID-19 Pandemic," Sustainability, MDPI, vol. 13(10), pages 1-14, May.
    4. Sookhwa Jung & Jaewoo Lee, 2022. "Current and future influences of COVID-19 on the knowledge management function of conventions and exhibitions," Service Business, Springer;Pan-Pacific Business Association, vol. 16(2), pages 391-410, June.
    5. Alicia Blanco-Gonzalez & Gabriel Cachón-Rodríguez & Cristina Del-Castillo-Feito & Ana Cruz-Suarez, 2022. "Is Purchase Behavior Different for Consumers with Long COVID?," IJERPH, MDPI, vol. 19(24), pages 1-12, December.
    6. David Amani & Ismail Juma Ismail, 2022. "Investigating the predicting role of COVID-19 preventive measures on building brand legitimacy in the hospitality industry in Tanzania: mediation effect of perceived brand ethicality," Future Business Journal, Springer, vol. 8(1), pages 1-14, December.
    7. Li, Xinwei & Xu, Mao & Zeng, Wenjuan & Tse, Ying Kei & Chan, Hing Kai, 2023. "Exploring customer concerns on service quality under the COVID-19 crisis: A social media analytics study from the retail industry," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    8. Yu-Ping Wei, 2021. "The Effect of Food Safety-Related Attributes on Customer Satisfaction of Ready-to-Eat Foods at Hypermarkets," Sustainability, MDPI, vol. 13(19), pages 1-11, September.

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