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

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.