Does the New Normal Violation of Social Norms? The Role of the Health Belief and Service Quality During the Covid-19 Pandemic

Abstract

Objectives – The primary goal of this study is to investigate the new social practices in the context of service as regards the violation of the ethical norms during the Covid-19 pandemic. It also aims to educate the public on behavioral changes during the epidemic by utilizing the Health Belief Model (HBM), particularly in banking activities. Methodology– This study was carried out among banking customers in one of East Java’s major cities. A total of 257 questionnaires were distributed to the respondents and a 23-statement instrument was created for the design. The data were collected electronically and then analyzed with AMOS 22.0 using an internet-based computer, assisted with a web interviewing system. Findings –The results showed that: firstly, health beliefs had a significant impact on unusual social norms. This is because most consumers recognized the new normal in the context of service during the epidemic and did not regard it as a breach of societal standards. Secondly, the unusual social norms influenced both the skills of the employees and the morality of customers’ experience. Finally, intimacy and human nature also had an impact on the client’s satisfaction. Conclusion – During the unprecedented Covid-19 outbreak, this study merges the Health Belief Model with the theory of service quality and satisfaction to serve as a new guide for institutions, especially banks.