Restrict, clean and protect: Signalling consumer safety during the pandemic and beyond
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Date
2020-09-17
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Journal of Service Management
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Emerald
Melbourne Authors
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Management and Marketing
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Journal Article
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Bove, L. & Benoit, S. (2020). Restrict, clean and protect: Signalling consumer safety during the pandemic and beyond. Journal of Service Management, 31 (6), pp.1185-1202. https://doi.org/10.1108/JOSM-05-2020-0157.
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Open Access
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Abstract
Purpose: Since the outbreak of the COVID-19 pandemic customers fear for their health when interacting with service providers. To mitigate this fear service providers are using safety signals directed to consumers and other stakeholders who make organizational assessments.The purpose of this article is to synthesize the range of safety signals in a framework that integrates signalling theory with servicescape elements so as to provide guidance for service providers to assist in their recovery.
Design/methodology/approach: We extracted examples of how service providers signal safety to their consumers that the risk of infection is low in exchanging with their service. These examples were taken from secondary data sources in the form of trade publications resulting from a systematic search and supplemented by an organic search.
Findings: In total 53 unique safety signals were identified and assigned to 24 different categories in our framework. Most of the signals fell into the default and sale independent category, followed by the default contingent revenue risking category.
Originality: This study builds on signalling theory and service literature to develop a framework of the range of safety signals currently in use by service providers and offers suggestions as to which are likely to be most effective. Further, a future research inquiry of safety signals is presented which we believe has promise in assisting recovery in a post pandemic world.