Abstract
The study aims to synthesize the challenges that retailers are facing during the COVID-19 emergency. The research is definitive, informative, and based on a single design of cross-sectional research. Quantitative data based on the research instrument were produced (a questionnaire). Five hundred responses were collected from employees of major retail stores in India. Retailer performance is considered a dependent variable, whereas employee well-being, customer and brand protection, use of technology, government policies, and supply chain are used as independent variables. The current study results indicated that employee well-being and government policies have a significant positive impact on retailer performance, while customer and brand protection, use of technology, and supply chain have a significant positive impact on retailers’ performance. This study will help retailers develop strategies for their employees to protect them and understand that technology is needed in the new normal times. This study highlights the need to be flexible in executing strategic strategies, but retailers need to develop comprehensive action plans, including selecting managers of initiative and defining goals and deadlines. Provided that retailers’ current reality is different from the old normal, no time is lost in taking audacious action.
Highlights
The retail market of India has over 15 million retailers, both small and large, both conventional and new
Retailer performance is considered a dependent variable, whereas employee well-being, customer and brand protection, use of technology, government policies, and supply chain are used as independent variables
The current study results indicated that employee well-being and government policies have a significant positive impact on retailer performance, while customer and brand protection, use of technology, and supply chain have a significant positive impact on retailers’ performance
Summary
The retail market of India has over 15 million retailers, both small and large, both conventional and new. This requires retailers to understand how they H0e: There is no significant difference between interact with their partners (i.e., consumers, supplisupply chain and retailer performance durers, staff, etc.) This would reduce reaction times and ing the COVID-19 pandemic. The paper aims to know whetha previous study, the launch of new in-storage er there is a significant difference between the impact technology to improve customers’ experience of COVID-19 and the retail industry of India. Demographics of respondents ough study of the set goals: H0a: There is no significant difference between employee well-being and retailer performance during the COVID-19 pandemic. H0b: There is no significant difference between 20-30 customer and brand protection and retail- 30-40 er’s performance during the COVID-19 40-50 pandemic.
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