This paper aims to propose an approach to examining the long-term impact of the COVID-19 pandemic on business, which presents a unique opportunity to study a hitherto-unavailable business scenario.

1. Long term effects of service adaptations made
under pandemic conditions: the new “post
COVID-19” normal
Joby John , Ramendra Thakur
European Journal of Marketing
ISSN: 0309-0566
Article publication date: 5 May 2021
Issue publication date: 17 June 2021
Abstract
Purpose
This paper aims to propose an approach to examining the long-term impact of the
COVID-19 pandemic on business, which presents a unique opportunity to study a
hitherto-unavailable business scenario.
Design/Methodology/Approach
A conceptual framework is suggested to study the ability of a service firm to make
adaptations to pandemic conditions based on the nature of its services: namely, the act
of production and the type of recipient and the predisposed ability of the customer to
accept the service firm’s adaptations to social distancing restrictions. Under this
framework, it is demonstrated that service adaptations made due to COVID-19 business
restrictions and the customers’ acceptance of them determine whether these changes
are likely to become permanent.
Findings
A classification scheme is developed to determine four classes of service firms’
adaptations to their normal course of business made under pandemic conditions and

2. suggestions given on how to project which adaptations may persist beyond the
pandemic and why.
Research Limitations/Implications
A conceptual framework grounded on Lovelock classification to present projections
needs to be empirically tested.
Practical Implications
Managerial insights based on the study and suggestions for research on what business
practices are most likely to be permanently changed in a post-pandemic world for
services are offered.
Originality/Value
Using two of Lovelock’s dimensions pertaining to the nature of production and delivery
of the service, four categories are proposed based on two characteristics: service
adaptability and customer acceptance. The Technology Acceptance Model 2 (TAM2)
model is extended to predict service adaptations, which are most likely to become
permanent in a post-pandemic world.
Citation
John, J. and Thakur, R. (2021), “Long term effects of service adaptations made under
pandemic conditions: the new “post COVID-19” normal”, European Journal of
Marketing, Vol. 55 No. 6, pp. 1679-1700. https://doi.org/10.1108/EJM-08-2020-0607
Publisher: Emerald Publishing Limited
Copyright © 2021, Emerald Publishing Limited