Co-creative service design for online businesses in post-COVID-19
ISSN: 1759-0833
Article publication date: 11 August 2021
Issue publication date: 2 January 2023
Abstract
Purpose
This study aims to explore the customers’ behaviour towards online shopping during COVID-19 in a Muslim country and proposes a co-creative service design for online businesses (webstore) in the post-COVID-19 era.
Design/methodology/approach
The study used a qualitative design for collecting the data where in-depth interviews from 18 customers were conducted following the qualitative design protocol. Due to the limitation of physical distancing, the interviews were conducted online using Microsoft teams.
Findings
Based on the findings, new potential services are proposed for webstores for customer engagement, the need for expansion of product lines and safety measures for customers and staff during and post-COVID-19 era. Following the findings, a co-creative service design is proposed for webstores to revamp the business during and post-COVID-19.
Originality/value
The study is unique because it has developed various unique strategic factors essential for revamping online businesses for better growth in post-COVID-19. The proposed new co-creative service design model for an online service provider is expected to create customers engagement and loyalty during and in post-COVID-19.
Keywords
Acknowledgements
This research is funded by the Ministry of Higher Education (MOHE) Malaysia under Fundamental Research Grant Scheme (Grant reference code number: FRGS/1/2019/SS01/UTP/03/2; Cost Center 015MA0-063). Authors are highly thankful to MOHE for the support.
Citation
Shamim, A., Siddique, J., Noor, U. and Hassan, R. (2023), "Co-creative service design for online businesses in post-COVID-19", Journal of Islamic Marketing, Vol. 14 No. 1, pp. 128-145. https://doi.org/10.1108/JIMA-08-2020-0257
Publisher
:Emerald Publishing Limited
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