Retailers’ Socially Responsible Communication in the Situation of Global Pandemic

¹ Turiba University, 68 Graudu street, Riga LV-1058, Latvia
² EKA University of Applied Sciences, 1/5 Lomonosova street, Riga LV-1019, Latvia

^* Corresponding author: iveta.linina@turiba.lv

Abstract

Research background: Retail industry plays an important role in today’s society and in the national economy as a whole, as it introduces and develops new technologies in customer service, provides jobs and increases the level of public welfare. Adaptation to the emergency situation, to the customer needs and requirements provide the company with opportunities for further development and increase of competitiveness, but, at the same time, creates the need to organize customer service, the efficient use of existing resources to manage customer service process. The pandemic of Coronavirus has affected the global economy immensely, the long-term effects are to be seen in the foreseeable future. One of the spheres, among others, hit hard is the retail trade since due to the quarantine conditions there is an inevitable drop in sales (less number of customers means less profit inevitably) and growing competition among retailers. However, the current situation forces retailers to look for innovative, at the same time socially responsible, forms of communication, particularly in social media.

Purpose of the article: To research the evaluation of retailers’ socially responsible communication by consumers.

Methods: Expert survey, consumer online survey (n=388) applying 5-point Likert scale, data processing was carried out by SPSS.

Findings & Value added: By socially responsible communication, a company can build strong relationships with customers and increase their loyalty despite the circumstances