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In a world where everyone is cooped up in their houses, afraid to go out, some people are going out and working relentlessly every day, as true heroes. Nevertheless, that does not mean that they do not have fear for their lives. They do. Especially they fear for the health of their family members. Every day they face a challenge. Every morning they wake up with the fear that they have to work closely with people who may be infected. Furthermore, every night they go to sleep worrying what if they have carried the virus home, and now their family is infected. Still, they carry on with their jobs. However, the clash between their jobs and personal life creates immense mental pressure for them, and the severe lack of social support makes it even worse, which is what this case is all about. Secondary sources are used to collect information to develop this paper.
On February 11, 2020, the World Health Organization officially identified a new coronavirus, COVID-19. This virus causes a respiratory illness that may be deadly (Zhu et al., 2020). After being discovered in late 2019 in Wuhan, Hubei Province, China, COVID-19 has rapidly spread over the globe and is now considered a pandemic, posing an urgent and severe risk to public health all over the world (Hui et al., 2020; Ren et al., 2020). The epidemic has had a worldwide impact, significantly affected the lives of millions of people and generated substantial social, physical, and economic harm and loss (Huda et al., 2020). Also, the fast spread of COVID-19 has had a big effect on people's thoughts and daily lives, causing a lot of frustration and other problems that many people had never seen before. However, app-based companies discovered a new business objective during this pandemic which is helping people (Huda et al., 2021). According to Huda et al. (2021), the trend of shifting focus from profit to doing good for people was started by Bangladeshi app-based companies.
Li & Luo (2020) state that health professionals are frontline responders whose mission is to combat the COVID-19 pandemic and treat people who have gotten sick; as such, they confront not only an unusually intensive workload, but also the genuine danger of getting infected with the illness at any moment while doing their job. When seen from this angle, health care personnel hold the major tactical responsibility for combating the COVID-19 epidemic. Simply stated, they are fighting the epidemic aggressively, despite the risks to their own lives and well-being (Huda and Maliha, 2022).
These “boundary spanners” are vital to every business, since they act as the link between the firm and its clientele. They are the ones who coordinate the flow of data between the two parties (Miles, 1977).]. The service triangle (Grönroos, 1966) illustrates the interdependence of a company's three most important stakeholders: its customers, its workers, and its external environment. There are three types of marketing functions that link these three parties together: (i) internal marketing, which is the process and support through which the company enables its employees to deliver the promise they made to their customers (Grönroos, 2000); (ii) interactive marketing, which is when employees directly interact with customers to deliver the promise that they made to fulfill their need (Gummesson,1991); and (iii) external marketing, which is when the company makes the promise to its customers in the first place Alvesson, 1995) .