In-store customer experience (ISCX) towards COVID-19 preventive measures of Malaysian retailers: a qualitative study

Suib, Fatin Husna and Maulan, Suharni and Ahmad Suki, Amirah (2025) In-store customer experience (ISCX) towards COVID-19 preventive measures of Malaysian retailers: a qualitative study. International Journal of Economics, Management and Accounting, 33 (2). pp. 307-324. E-ISSN 2462-1420

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Abstract

This study explores In-Store Customer Experience (ISCX) in relation to COVID-19 preventive measures among Malaysian retailers. Grounded in Maslow’s Hierarchy of Needs, it investigates how cognitive, affective, social, and physical experiences were influenced during the pandemic. A qualitative approach was employed, using thematic analysis on data collected through 10 in-depth interviews with Malaysian shoppers during the Movement Control Order (MCO) phases. Interviews were coded and analysed using Atlas.ti, referencing past literature to identify emerging themes. Findings indicate that affective experience especially involving negative emotions, was the most frequently cited ISCX dimension, highlighting the importance of addressing customers' psychological comfort during in-store visits. Among preventive measures, store airflow emerged as the most frequently mentioned, underscoring its significance in creating a safe shopping environment. These findings reflect the dual emphasis on physiological and safety needs within Maslow’s framework. The study suggests that retailers should not only implement effective health protocols but also consider customers’ emotional well-being to enhance the overall shopping experience. The paper recommends integrating additional theoretical models alongside Maslow’s hierarchy for a more robust framework. Future research could adopt a mixed-method approach to strengthen the understanding of customer experience and preventive strategies. The insights offer practical implications for retailers, policymakers, and stakeholders in managing in-store operations during public health crises

Item Type:	Article (Journal)
Uncontrolled Keywords:	Preventive measures, Consumer experience, COVID-19, Retailers, Health, SDG3
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5410 Marketing. Distribution of products H Social Sciences > HF Commerce > HF5475.I74 Halal business, entrepreneur, marketing, management, and administration
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User:	Dr Fatin Husna Suib
Date Deposited:	06 Jan 2026 11:08
Last Modified:	06 Jan 2026 11:08
Queue Number:	2025-12-Q1495
URI:	http://irep.iium.edu.my/id/eprint/126659

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