Scien i ic Annals o Economics and Business
69 (4), 2022, 539-556
DOI: 10.47743/saeb-2022-0021
Impac o he Co id-19 C isis on Se ice En e p ises and hei A i udes
Towa ds Ma ke ing In es men s
Juříko á Ma ina*, Ližbe ino á Lenka** , Káče ko á Eliška***
Abs ac
The se ice sec o has become he dominan sphe e o ma ke economies o e he las o y yea s. The
ma u i y o a coun y’s economy is di ec ly ela ed o he ma u i y o se ices as an economic sec o . The
immense g ow h ac oss he se ice sec o has also pu moun ing p essu e on he compe i i eness o se ice
en e p ises and hei ma ke ing ac i i ies. The u n o he millennium has al eady seen he compe i i e
s uggle a ec ed by wo c ises – i s , an economic one and now, one caused by he Co id-19 pandemic,
which has had a g ea impac (no only) on he se ice sec o . The a icle deals wi h he ques ion o how
Czech se ice en e p ises e lec on he impac o he pandemic. The a icle’s aim is o ind ou how se ice
en e p ises pe cei e he impac o he Co id-19 c isis depending on hei size and classi ica ion wi hin he
se ice sec o and how hey app oach ma ke ing in es men s du ing a pandemic c isis. The esea ch is
ocused on se ice en e p ises (n=90) in e ms o hei applica ion o ma ke ing p ocesses in he condi ions
o he Czech Republic in he pe iod 2020-2021. The esul s, based on desc ip i e and in e en ial s a is ics
(ANOVA es in conjunc ion wi h Hochbe g and Games-Howell es s, Pea son’s co ela ion coe icien
and chi-squa ed es ), show ha smalle en e p ises end o be mo e a ec ed by he e ec s o go e nmen
measu es in he con ex o he Co id-19 c isis han medium and la ge en e p ises.
Keywo ds: se ice en e p ises; ma ke ing in es men ; en e p ise size; Co id-19; se ice sec o .
JEL classi ica ion: M21; M31.
1. INTRODUCTION
Se ices accoun o app oxima ely wo- hi ds o he wo ld economic ou pu , making
hem he backbone o he global economy and he mos dynamic componen o in e na ional
ade (WTO, 2022). Wi h a sha e o 62% in 2019, he se ice sec o was he dominan
con ibu o o g oss alue added in he Czech Republic (Ma ek, 2020; ČSÚ, 2022). The
pandemic caused by he sp ead o he co ona i us a ec ed he global economy and hampe ed
* Facul y o Mul imedia Communica ions, Tomas Ba a Uni e si y in Zlín, Czech Republic; e-mail: ju iko a@u b.cz.
** Facul y o Technology, Ins i u e o Technology and Business in České Budějo ice, Czech Republic; e-mail:
lizbe ino a@mail. s ecb.cz (co esponding au ho ).
*** Facul y o Mul imedia Communica ions, Tomas Ba a Uni e si y in Zlín, Czech Republic; e-mail: kace ko a@u b.cz.
540
Ma ina, J., Lenka, L., Eliška, K.
economic g ow h in he Czech Republic, wi h he economic decline eaching 5.8% (Žu o ec,
2021). This ep esen s he second c isis he economy has had o o e come in he 21s cen u y.
In he Czech Republic, whe e he p inciples o he ma ke economy we e e i ed in he 1990s,
he g ow h o he se ice sec o was in e up ed by he economic c isis in 2008 and 2009 and
now, in 2020, by he Co id-19 c isis. In o de o de elop a c isis s a egy, companies need o
p edic he possible impac o hese ex e nal ac o s, and ce ain assump ions can indeed be
o mula ed om esea ch ela ed o he economic c isis al eady o e come. Howe e , he e a e
no s udies ha look a he ela ionship be ween se ice ma ke ing and he le el o c isis
managemen in se ices o demons a e how ma ke ing ac i i ies can con ibu e o p e en ing
and elimina ing he impac o hese c ises. So a , i has no been ully es ed whe he knowing
and applying ma ke ing p inciples in imes o c isis may ac ually help keep se ice i ms’
ope a ions unning a maximum e iciency and allow hem o espond lexibly o change.
Based on a con en analysis o a icles published since 1993, Fu e e al. (2020) indica e
( om an analysis o a o al o 3,177 a icles) which a eas a e mos add essed, also iden i ying
he po en ial o u he esea ch. In he ield o ma ke ing, he majo i y o s udies ocus on
ela ionship ma ke ing, pu chase beha iou and cus ome sa is ac ion. Mele e al. (2021) d aw
on an analysis o o e 200,000 esea ch pape s using AI o ca ego ize hem wi h a ocus on
se ices in imes o c isis (Mele e al., 2021), highligh ing he need o u he esea ch a eas
ocused on g asping he no ion o ‘essen ial se ices’ o inno a ion and ma ke -shaping in
se ices. The need o examine and p edic he impac o c ises and c isis managemen issues
in he se ice sec o among se ice schola s and p ac icing se ice ma ke e s has al eady been
highligh ed by Ma in (2005). He also add esses he ques ions o whe he ‘a p oac i e
app oach o c isis managemen is equi ed, whe he some o ganiza ions may be mo e c isis-
p one han o he s’, as well as he con o e sy o e he pola i y o he pe cep ion o he concep
o c isis. Howe e , i o e s ‘only’ he au ho 's iew o he issue in ques ion, unsuppo ed by
esea ch. Due o he ongoing c isis, he opic o ma ke ing c isis managemen and i s impac
on he success o a i m du ing a pandemic has no ye been explo ed. Likewise, esea ch
published in he ield o in e na ional se ices ma ke ing (Ho e & Knigh , 2020) does no
add ess ma ke ing c isis managemen and i s speci ics in se ices. In a esea ch a ea analysis
o 942 a icles published in in e na ional ma ke ing jou nals, he opic o c isis managemen
in se ices does no appea among ei he s a egic o ac ical ma ke ing opics.
The con ibu ion o he p esen pape o he esea ch on ma ke ing in se ices is ha i
e i ies he ela ionships be ween di e en se ice sec o s and i m sizes and how much hey
a e a ec ed and hei in es men s in ma ke ing in he con ex o he Co id-19 c isis. The
esul s can be used o de e mine he di ec ion o he educa ion o u u e and cu en ma ke e s
in se ices, ocusing on he speci ics o each sec o and he ypology o c ises ha may be all
hem. I , o example, uni e si ies a e awa e o hese di ec ions, hey can be e p epa e u u e
ma ke e s o p ac ice in se ices and hus elimina e he impac o c ises on he se ice sec o .
The aim is o ind ou how se ice en e p ises pe cei e he impac o he Co id-19 c isis
depending on hei size, hei classi ica ion wi hin he se ice sec o and how hey app oach
ma ke ing in es men s du ing a pandemic c isis, as well as o make ecommenda ions o
e ec i e implemen a ion o ma ke ing o elimina e he impac o a c isis on se ices.
Scien i ic Annals o Economics and Business, 2022, Volume 69, Issue 4, pp. 539-556
541
2. THEORETICAL BACKGROUND
2.1 Se ice Sec o
To unde s and he common and di e ing elemen s o c isis managemen in se ices as
opposed o angible p oduc s, i is use ul o i s de ine he concep o a se ice and he
de e minan s po en ially in ol ed in he implemen a ion o bo h ma ke ing and c isis
managemen in a gi en sec o (Ajmal e al., 2021; Leb un e al., 2021; Riccia delli e al.,
2021; Sha ma, 2021). A se ice is a complex p oduc ha can be de ined as ‘a se o angible
and in angible elemen s con aining unc ional, social and psychological bene i s o
ad an ages. The p oduc may be an idea, a se ice o a good, o a combina ion o all h ee
ou pu s’ (P ide & Fe ell, 1991; Dibb e al., 2012). Fo a mo e de ailed analysis and
unde s anding o he speci ics o se ices and hei ma ke ing managemen , we can use he
classi ica ion o economis s Foo e and Ha (1953), who di ided he se ice sec o in o:
• e ia y sec o - handic a and c a wo k p e iously ca ied ou a home, whe e he
ma e ial elemen s o ming he essence o he se ice p edomina e and he ma e ial backg ound
is impo an mos ly du ing he whole p ocess o se ice p o ision (i.e. epai , hai d essing,
cosme ics, bu also hospi ali y, e c.),
• qua e na y sec o - se ices acili a ing and s eamlining he di ision o labou , whe e
he emphasis is on p ocess p ocedu es and ac i i ies (i.e. anspo in as uc u e,
communica ions, e c.),
• quina y sec o - se ices ha change and imp o e hei ecipien s and a e demanding
o he expe ise o he p o ide (i.e. counselling, medicine, e c.).
The abo e b eakdown also o ms a basis o se ing up he addi ional elemen s o he
ma ke ing mix o se ices, and is he e o e an impo an de e minan o he ma ke ing
managemen o companies ac oss di e en sec o s. A signi ican pa o he li e a u e on
se ices ma ke ing has been w i en by esea che s who explo e concep s in o he disciplines
om a pe spec i e o hei po en ial ele ance o se ices. These applica ions a e app op ia e
o he in e disciplina y na u e o se ice p ac ice (Ma in, 2005).
2.2 Se ice Sec o Response o he Pandemic C isis
In 2019, he se ice sec o in he Czech Republic achie ed a 3.8% yea -on-yea g ow h in
sales, ep esen ing a slowdown in he g ow h end compa ed o he p e ious yea (+5.8%).
Wi h a 6.7% a e age g ow h in he EU28, he Czech Republic achie ed a below-a e age esul ,
con i ming a long- e m end. In he pas en yea s, in e ms o se ice e enue g ow h, se ice
p o ide s in he Czech Republic only su passed he EU28 a e age in 2017, when he coun y
expe ienced a 6.5% inc ease, while he EU28 a e age was 6.2%. The g ow h si ua ion has
changed d ama ically wi h he a i al o he pandemic c isis in 2020. The Co id-19 pandemic
has apidly aken on a global dimension and, in addi ion o heal h, o he aspec s o li e ha e been
a ec ed in he o m o a ecession, which inc eases he likelihood o b oade social, economic
and poli ical sys emic changes (In e na ional Mone a y Fund, 2021; Al ay e al., 2022; WTO,
2022). Up un il he ou b eak o he pandemic, he se ice sec o o med he backbone o he
wo ld economy, con ibu ing a ound 60% o he GDP o he Czech Republic (Ma ek, 2020;
ČSÚ, 2022), o example. Due o he s ong impac o he es ic ions g adually adop ed o
mi iga e he sp ead o he co ona i us in mos coun ies, when hospi ali y es ablishmen s we e
542
Ma ina, J., Lenka, L., Eliška, K.
closed o hei ope a ions se e ely es ic ed, in e na ional ou ism in pa icula was se e ely
limi ed, a ec ing mainly accommoda ion and leisu e acili ies (Leb un e al., 2021; Rome o &
Lado, 2021) bu also selec ed modes o anspo (Kico á & Poniščiako á, 2020;
Somme aue o á & Chocholáč, 2020; F oněk e al., 2021). Schools (which ha e swi ched o
dis ance lea ning) and selec ed businesses we e also closed (D o ský e al., 2021; Pe áko á e
al., 2021; Yang e al., 2021; Ge a d e al., 2022), and mass ga he ings and cul u al e en s we e
suspended. Some o he sec o s, such as heal hca e, a e coping wi h an unexpec ed in lux o
pa ien s (Gómez-Ca mona e al., 2022). The need o eac lexibly o change has accele a ed he
p ocess o digi isa ion (Maje o a e al., 2020), c ea ing new business models o in oducing
necessa y inno a ions (Mu a, 2020; Nas isin e al., 2021). Demand o p oduc s has g adually
changed, e ealing weaknesses in global supply chains (Nedeliako a e al., 2014; Kico a &
Nadanyio a, 2015; Mele e al., 2021). In 2020, all se ice indus ies showed a decline in sales,
especially ou ism- ela ed ac i i ies: accommoda ion (74.3%), ai anspo (71.8%), and
ca e ing and hospi ali y (55.3%), as well as adminis a i e and suppo ac i i ies o a el
agencies and o he booking ac i i ies. On he o he hand, in ela ion o online pu chases, a 20%
g ow h in sales was eco ded o pos al and cou ie ac i i ies. The yea 2021 b ough a eco e y
in he global economy, wi h GDP g ow h eco ded. China and he Uni ed S a es we e he as es
g owing economies. GDP g ow h in he Czech Republic in 2021 (which is hea ily dependen
on he Ge man economy) was posi i ely a ec ed by changes in GDP in he ade, anspo ,
accommoda ion and hospi ali y indus ies, as well as in cons uc ion and mos se ice indus ies,
while manu ac u ing had a nega i e impac on qua e -on-qua e GVA g ow h (ČSÚ, 2022).
The Eu opean Commission’s epo iden i ies he main ac o s in luencing he le el o impac
o he pandemic, which, as he epo sugges , a ies om sec o o sec o and om company o
company. Among he mos signi ican a e he ex en o which hey a e dependen on
in e media e inpu s om China, hei lexibili y o swi ch o al e na i e supplie s, he exis ence
o in en o ies, o he applica ion o ‘jus -in- ime’ manu ac u ing p ocesses (Eu opean
Commission, 2021a, 2021b).
The well-being o se ice en e p ise pa icipan s (employees and managemen ) is a he
mic o le el (Lo inco á e al., 2021). When se ice p o ide s such as ou ism, hospi ali y and
leisu e se ice p o ide s (Go wald e al., 2015; B ume ciko a e al., 2020), e aile s, o
anspo (Ja os e al., 2014; Laza e ic e al., 2020; Rale ic e al., 2020) and a el companies
s uggle o su i e due o dis up ions, lockdowns o o he es ic ions, jobs and employmen a e
a isk (Li e al., 2021; Hi ka e al., 2022). Du ing he pandemic, small and medium-sized
e aile s ha e been hi ha d because hey do no ha e he ools o cope wi h he economic shock
along wi h high le els o unce ain y (Kabadayi e al., 2020). Acco ding o a da a analysis om
O2 eKasa’s p ojec , which e alua ed changes in he use o he O2 eKasa-based POS sys em in
he Czech Republic, in he i s week a e a lockdown was in oduced, h ee qua e s o
businesses s opped selling hei goods and se ices. A he same ime, o hose businesses ha
con inued o ope a e, he o al numbe and alue o sales ell o one- en h o hei usual igu es.
The only hing ha g ew was he sha e o con ac less paymen s, i.e. paymen s by c edi ca d,
mobile phone o sma wa ch, up by 20% (Jungmano á, 2020). PwC’s Co id-19 CFO Pulse
Su ey (S o kan, 2020), in which CFOs om 21 coun ies pa icipa ed, p o ides insigh in o
hei assump ions abou he si ua ion. Acco ding o he indings, up o ou - i hs (79%) o Czech
companies expec a decline in e enues o p o i s due o he Co id-19 pandemic. Howe e , mo e
han hal (55%) o companies also belie e ha i he eme gency measu es we e o end now,
hei business would e u n o no mal wi hin h ee mon hs. The mos common ea among Czech
Scien i ic Annals o Economics and Business, 2022, Volume 69, Issue 4, pp. 539-556
543
CFOs is ha he global economy will all in o a ecession (79%), ollowed by conce ns abou
inancial impac s such as a lack o liquidi y and capi al esou ces (47%), and he ea o a d op
in consume sen imen and a ela ed d op in demand (41%). The su ey pa icipan s we e
ep esen a i es o medium and la ge companies, which will no be as a ec ed by he sho - e m
unding sho age as small en ep eneu s and sole ade s. Acco ding o S o kan (2020), small
and medium-sized en e p ises in he Czech Republic expec a educ ion in p oduc ion o up o
o y pe cen as a esul o qua an ine measu es. This is based on a su ey conduc ed by he
Con ede a ion o Employe s’ and Business Associa ions among companies ac oss segmen s and
sizes. The ca ego ies moni o ed we e hose wi h less han 50, 50-250 and mo e han 250
employees. The mos ulne able g oup is ho els, es au an s and ela ed se ices. Fo small
businesses, as many as 47 pe cen o owne s a e conce ned abou being in seconda y insol ency.
Undoub edly, he uni ying elemen ac oss all sec o s and g oups has been he gene al
dissa is ac ion wi h he go e nmen ’s measu es o da e - only 21% o i ms conside hem
su icien . Eu opean Commission (2021a) (as pa o i s suppo e o s du ing he pandemic)
s esses ha he su i al o small and medium-sized en e p ises, which a e hi ha d by he
pandemic c isis, is c ucial o he economy o he EU as a whole.
2.3 Ma ke ing Managemen in he Wake o he C isis
A c isis is an unexpec ed e en ha b ings wi h i unce ain y, changes exis ing habi s,
ou ines and plans (Ku aic, 1938). Acco ding o Go don-Wilson (2021), a c isis o en
se iously unde w i es a change in consume beha iou and c ea es new pa e ns. Published
esea ch (e.g., Weinbe ge & Wallendo , 2012; Kay az & Gul, 2014) o en ocuses on
consump ion change in he con ex o c ises (economic, na u al disas e s, pandemics, e c.). A
common poin p esen in he indings is he nega i e emo ions indi iduals expe ience du ing
a c isis, which hey seek o mi iga e by changing consump ion s a egies (Kemp & Kopp,
2011). The e is also a endency owa ds less sel -con ol o e he consump ion o unheal hy
snacks (cheape goods) and alcohol (Go don-Wilson, 2021). An impo an elemen o he
ma ke ing ac i i ies o companies in hese condi ions is social esponsibili y, by which hey
demons a e hei conscious and communi y-o ien ed a i ude owa ds he si ua ion and hei
consume s (Weinbe ge & Wallendo , 2012). Changes in consume beha iou du ing he
c isis canno be igno ed as p i a e consump ion con ibu es signi ican ly o g oss domes ic
p oduc (Kay az & Gul, 2014). Sa kis (2021) poin s ou ha a pandemic c isis has i s own
speci ici ies compa ed o o he c ises whe e people begin o ‘li e di e en ly’ and hus new
social and economic no ms o sus ainabili y eme ge. S udies (Ajmal e al., 2021) indica e a
signi ican educ ion in economic and social ac i i y ( om a PEST analysis pe spec i e), and,
con e sely, a signi ican impac o Co id-19 on c ea ing echnological challenges among
se ice deli e y o ganisa ions. Thus, i can be concluded ha he pandemic has signi ican ly
accele a ed digi al ans o ma ion in he sec o . Acco ding o Ma in (2005), se ice
o ganiza ions may be mo e c isis p one han angible goods i ms in some espec s. Al hough
all o ganiza ions should be conce ned abou c ises and hei managemen , some o he almos
unique cha ac e is ics o se ices sugges ha se ice o ganiza ions should pay pa icula
a en ion o c ises, as losses may be highe o hem.
An impo an ques ion is how o s a egically app oach ma ke ing managemen and he
implemen a ion o ma ke ing ac i i ies in imes o c isis. B2 inside’s esea ch (B2B Moni o ,
2012), d awing on a su ey o 300 andomly selec ed companies (ca ego ised by indus y and

544
Ma ina, J., Lenka, L., Eliška, K.
size) in he Czech Republic, ocused on he impac o he c isis on ma ke ing and o e all
economic s abili y. The esul s o he s udy show ha ma ke ing spending declined du ing he
c isis. In e ospec , ma ke ing and sales di ec o s admi ha cu ing ma ke ing spending was
o en no he igh mo e. Jus unde hal (46%) o ma ke ing execu i es conside spending cu s
o be he igh hing o do. The es ei he a e i nega i ely o ail o assess he mo e.
In e p e a ion o he indings highligh s he di ec ly p opo ional ela ionship be ween he
inc ease in ma ke ing spending and he g ow h in company u no e . Howe e , he e is a
ques ion as o why hese esul s we e no seg ega ed by i m size, as la ge i ms a e mo e
sophis ica ed in hei ma ke ing and a e less ulne able o he c isis (Ma in, 2005). This would
indi ec ly suppo he esul s p esen ed. Da a2Decisions (Dyson, 2021) has also eached simila
conclusions in i s s udies, a guing ha i ms should no cu back on ma ke ing and p omo ional
spending in imes o c isis. Cu ing ad e ising budge s o ze o can ake i e yea s o eco e .
Simila esul s a e independen ly epo ed by Kan a (2021), which s a es ha ‘s ong b ands
eco e ed 9x as e han weake b ands ollowing he inancial c ash o 2008.’
3. MATERIALS AND METHODS
The aim is o ind ou how se ice i ms pe cei e he impac o he Co id-19 c isis
depending on hei size and hei classi ica ion wi hin he se ice sec o and how hey
app oach ma ke ing in es men s du ing a pandemic c isis. The ul ilmen o he objec i e is
based on he esul s o esea ch ocused on se ice en e p ises in e ms o he applica ion o
ma ke ing p ocesses in 2020-2021. Wi hin he baseline se , he e we e 2,932,963 Czech
business en i ies egis e ed in 2020 (95.45% mic o, 3.45% small, 0.91% medium and 0.19%
la ge en e p ises) (ČSÚ, 2022). Se ice en e p ises we e moni o ed sepa a ely acco ding o
hei size in h ee basic ca ego ies – mic o-en e p ises (up o 10 employees), small en e p ises
(11-50 employees) and medium and la ge en e p ises (mo e han 50 employees). The sample
was selec ed by s a i ied p opo ional sampling in e ms o se ice en e p ise size, wi h 99
se ice-o ien ed businesses selec ed om he da abase o business en i ies (ČSÚ, 2022). Da a
collec ion was done h ough a ques ionnai e su ey whe e he esea che pe sonally con ac ed
he business en i y and he pe son in cha ge o ma ke ing o he op manage /owne . Table no.
1 de ails he composi ion o he inal esea ch popula ion. The ep esen a ion o en e p ises
by size is app oxima ely p opo ional in he esea ch sample (n=90). The esul s o he chi-
squa ed es con i m (p0.001, C ame 's V = 0.743) a s ong dependence o he exis ence o
a esponsible pe son o depa men o ma ke ing on he size o he en e p ise. This ac was
expec ed and is u he conside ed in he in e p e a ion o he esul s. The sample size was
es ed by means o G*Powe es s ( o he g oup o F es s – ANOVA one way and wi h an
e ec size o 0.35 and α=5% he esul ing es powe is 0.84; o co ela ion he esul ing es
powe o he wo- ailed es is 0.827 and o he binomial es o one sample case i is 0.99).
C onbach’s alpha o he 4 obse ed esponses is 0.702, and none o he i ems examined
would inc ease he esul ing coe icien i d opped om he se .
The su ey was ocused on ma ke ing managemen and he impac o go e nmen
measu es in oduced in he Co id-19 c isis on se ice i ms. To mee he objec i e o he
pape , pa o he collec ed da a (5 esponses) will be e alua ed o add ess he opic o pas
u no e change and p edic ions o he u u e:
Scien i ic Annals o Economics and Business, 2022, Volume 69, Issue 4, pp. 539-556
545
- How do you pe cei e he impac o he go e nmen ’s Co id-19 measu es on you
business? Answe op ions: 1 s ongly nega i e, 2 a he nega i e, 3 we ha e no el any e ec
ye , 4 a he posi i e, 5 s ongly posi i e.
- Wha change in u no e has occu ed be ween 2019-2020 due o he Co id-19 c isis?
Answe op ions: 1 a signi ican dec ease, 2 a sligh dec ease, 3 no change, 4 a sligh inc ease,
5 a signi ican inc ease.
- Wha u no e ends do you expec in he nex 6 mon hs? Answe op ions: 1 a
signi ican dec ease, 2 a sligh dec ease, 3 no change, 4 a sligh inc ease, 5 a signi ican
inc ease.
- How do you in end o in es in ma ke ing and p omo ional spending his yea ? Answe
op ions: 1 we a e no in es ing, 2 we a e educing in es men s, 3 no change (s agnan o we
ha e no decided on a change ye ), 4 we a e inc easing in es men s.
Table no. 1 – Composi ion o he esea ch sample
sec o o se ices
size o he en i y
To al
mic o
small
medium and la ge
Coun
%
Coun
%
Coun
%
coun
%
e ia y sec o
25
51.6%
12
24.1%
12
24.4%
49
100%
qua e na y sec o
4
12.9%
10
36.1%
14
51.1%
28
100%
quina y sec o
4
28.3%
7
52.9%
2
18.7%
13
100%
o al
33
36.7%
29
32.2%
28
31.1%
90
100%
Sou ce: au ho s
Ou comes we e achie ed by p ocessing he da a using desc ip i e and in e en ial s a is ics.
A compa ison o he means o o dinal a iables acco ding o he selec ed ac o ( i m size) was
made by an ANOVA es p eceded by Le ene’s es o homogenei y o a iances in conjunc ion
wi h a Hochbe g o Games-Howell es ( o non-homogeneous g oups). The co ela ion o
o dinal a iables was es ed using Pea son’s co ela ion coe icien , while Pea son’s chi-squa ed
es was used o iden i y he associa ion o ca ego ical a iables.
Based on li e a y e iew, he ollowing esea ch ques ions can be posed:
1. Resea ch ques ion 1: Wha was he impac on se ice i ms based on hei
classi ica ion (acco ding o Foo e and Ha ) wi hin he se ice sec o in he con ex o he
pandemic c isis in he Czech Republic? Conside ing he o e all impac o he c isis on se ice
en e p ises, i can be p edic ed ha he g ea es impac will be pe cei ed by he e ia y sec o
(whe e accommoda ion, ca e ing and hospi ali y, beau y se ices, e c. a e classi ied), ollowed
by he qua e na y sec o (e.g. anspo se ices). The quina y sec o (whe e we include a el
agency se ices, adminis a i e se ices, banking se ices, e c.) is expec ed o be he leas
a ec ed. Consequen ly, a esea ch hypo hesis is se :
1.1. Resea ch hypo hesis 1 (RH1): Se ice i ms’ subjec i e pe cep ion o he c isis
depends on he company’s classi ica ion wi hin he se ice sec o , wi h he
e ia y sec o being he mos nega i ely a ec ed.
2. Resea ch ques ion 2: Wha ole does i m size and se ice sec o classi ica ion play
in he Czech con ex in e ms o he impac o he Co id-19 c isis? Acco ding o esea ch, a
highe pe cep ion o subjec i e in luence in he case o mic o and small se ice en e p ises
may be assumed, allowing us o de e mine he ollowing esea ch hypo heses:
546
Ma ina, J., Lenka, L., Eliška, K.
2.1. Resea ch hypo hesis 2 (RH2): Mic o and small en e p ises a e signi ican ly mo e
a ec ed by he c isis, ega dless o hei classi ica ion wi hin he se ice sec o .
2.2. Resea ch hypo hesis 3 (RH3): La ge se ice companies ha e mo e posi i e
expec a ions o u no e in he nex 6 mon hs han smalle ones, wi h mo e han
hal o medium and la ge companies expec ing only posi i e de elopmen s linked
o he elaxing o go e nmen es ic ions.
3. Resea ch ques ion 3: How does he managemen o ma ke ing ac i i ies in se ice
i ms a ec he abili y o wi hs and he nega i e e ec s o he Co id-19 c isis? Resea ch (B2B
Moni o , 2012; Dyson, 2021; Kan a , 2021) sugges s ha companies ha in es ed in
ma ke ing e en du ing he c isis (did no educe hei in es men ) had highe u no e in
subsequen pe iods. Howe e , he ques ion a ises as o why some s udies do no conside
esul s in his con ex wi h ega ds o size o se ice sec o classi ica ion. We he e o e se he
ollowing esea ch hypo heses:
3.1. Resea ch hypo hesis 4 (RH4): Despi e he ac ha se ice sec o s we e
di e en ly a ec ed, a i m’s classi ica ion wi hin he se ice sec o does no a ec
ma ke ing in es men wi hin each i m size ca ego y. This is based on he
assump ion ha en e p ises ha e he same in e es in inc easing he u no e ha
hese in es men s can b ing hem.
3.2. Resea ch hypo hesis 5 (RH5): Fo medium and la ge en e p ises, he e is a
ela ionship be ween in es men s in ma ke ing and u no e p edic ions in he
se ice sec o .
4. RESULTS
4.1 Pe cei ed Impac s o Go e nmen Res ic ions on he Co id-19 C isis
Co id-19 es ic ions imposed by he Czech go e nmen ha e mainly a ec ed he se ice
sec o (Kulhánek, 2020; Eu opean Commission, 2021a). The i s ques ion was how se ice
en e p ises pe cei e he impac o go e nmen measu es ela ed o he Co id-19 c isis in ela ion
o he size o he en e p ise. En e p ises answe ed on a scale om 1 o 5, whe e 1 means s ongly
nega i e, 2 a he nega i e, 3 we ha e no el any e ec ye , 4 a he posi i e, and 5 s ongly
posi i e. As is demons a ed in Figu e no. 1, one can an icipa e a s ong e ec o i m size on
he deg ee o impac o go e nmen measu es on a se ice en e p ise. The assump ion is
con i med by he esul o an ANOVA es a he 1% signi icance le el (p0.001, he alue o
he ANOVA e ec size by E a squa ed is 0.171), while he subsequen Games-Howell es
speci ies ha di e ences a e iden i ied be ween mic o/small en e p ises compa ed o medium
and la ge en e p ises (p=0.003). Howe e , he e is a easonable suspicion ha he indings may
also be ela ed o he subjec s’ a ea o applica ion in he se ice sec o . An ANOVA es o
means by sec o classi ica ion p o ides in o ma ion on a signi ican di e ence a he 1%
signi icance le el wi h an E a size o 0.254. Upon close examina ion (Figu e no. 2), his
di e ence applies o medium and la ge en e p ises (a he 1% signi icance le el, e ec size
0.57), while acco ding o he Games-Howell es , medium and la ge en e p ises in he e ia y
se ice sec o (a he 5% signi icance le el) a e mos a ec ed by he es ic ions. Fo his eason,
an ANOVA es was subsequen ly conduc ed o each sec o sepa a ely in e ms o i m size. I
was ound ha he di e ence in he pe cep ion o he impac by size is iden i ied in he case o
Scien i ic Annals o Economics and Business, 2022, Volume 69, Issue 4, pp. 539-556
547
he qua e na y sec o (p=0.011, E a squa ed 0.303, a Hochbe g es de e mined a di e ence
be ween small en e p ises and medium and la ge en e p ises a p=0.010) and he quina y sec o
(wi h a high e ec E a squa ed o 0.885, a a signi icance le el o 1% / p0.001). In he case o
he qua e na y sec o , he compa ison o mic o and small en e p ises (a Games-Howell es
yielded p0.001) o medium and la ge en e p ises shows a signi ican di e ence. Thus, i can
be concluded ha in he case o he e ia y se ice sec o , he deg ee o pe cei ed impac on
hese en i ies did no depend on he size o he en e p ise. This can be explained by he ac ha
his sec o was he mos a ec ed by he measu es o p e en he sp ead o he co ona i us and
he size o he en e p ise hus did no ep esen a s a is ically signi ican e ec (Ma ek, 2020;
Žu o ec, 2021; ČSÚ, 2022). Figu e no. 2 p esen s he pe cep ion o he impac o go e nmen
es ic ions on se ice en e p ises, wi h he wo s si ua ion in he e ia y sec o ega dless o he
size o he en e p ise.
Figu e no. 1 – Compa ison o esponses indica ing he e ec o go e nmen es ic ions on
se ice en e p ises by size
Sou ce: own esea ch
Figu e no. 2 – Compa ison o esponses indica ing he e ec o go e nmen es ic ions on
se ice en e p ises by size and sec o .
Sou ce: own esea ch
554
Ma ina, J., Lenka, L., Eliška, K.
%20Final%20conclusions%20on%20na ional%20sol ency%20measu es%20 o %20SMEs%20
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