Will Social Distancing in Service Encounters Affect Consumers' Value Perception During the COVID-19 Pandemic? The Role of Servicescape, Self-Efficacy, and Technological Intervention.

This study investigates how physical and psychological distance from one's surroundings may influence one's perception of connectedness with the servicescape and, ultimately, perception of value. It also examines the effect of consumers' techno-psychological differences and interaction modes on this distance-closeness relationship. The researchers develop and test a conceptual framework of how personal cognitive traits and technological intervention may alter consumers' perceived connectedness to the servicescape and influence their perceived value in different service settings. Via a quasi-experiment design in three service scenarios, this research shows a synthetical effect of contactless technology in the distancing setting that may work more effectively on high self-efficiency customers to change their perceived closeness to the servicescape and further change their evaluation of the service. The findings reveal the practical implications of social distancing for different types of consumers in service encounters during or after the COVID-19 pandemic.