Examining the Impact of COVID-19 Anxieties on Consumer Perceptions and Patronage of Convenience Stores

The COVID-19 pandemic caused massive disruptions that have altered the mindsets of retail consumers. The present study examines whether the pandemic has shifted value attributions in convenience store customers. Specifically, we explore whether customers' anxiety levels related to the virus moderate the impact of store image, service quality, and product availability on customer satisfaction. We conducted this research using panel data from a US consumer panel provided by Qualtrics, with a sample size of 361. Our empirical findings confirm that, for apprehensive consumers who are wary of the virus infection, customer satisfaction is highly dependent on product availability and service quality. On the other hand, the satisfaction of less risk-averse consumers is driven more by store image and service quality. This research highlights the crucial role of service quality in the convenience store industry and sheds light on how consumer behavior may evolve in uncertain situations. Theoretical and practical implications are also discussed.