Is it an opportunity? COVID-19's effect on the green supply chains, and perceived service's quality (SERVQUAL): the moderate effect of big data analytics in the healthcare sector

This study examines the relationship between uncertainty-fear toward COVID-19, green supply chain management (GSCM), and perceived service quality based on the five dimensions service quality model (SERVQUAL). It also tests the moderating effect of big data analytics (BDA) capabilities. Based on a sample of 300 healthcare managers and customers, we used partial least squares structural equation modeling to analyze the data and test our hypotheses. The empirical results show that the uncertainty-fear toward COVID-19 positively affects GSCM. Also, BDA moderates the relationship between uncertainty-fear toward COVID-19 and GSCM. GSCM positively impacts service quality (empathy, responsiveness, and assurance) but not reliability or tangible items. In addition, GSCM significantly mediates the relationship between uncertainty-fear toward COVID-19 and services' empathy, responsiveness, and assurance. However, it has an insignificant mediation effect regarding reliability and tangible-item dimensions.