Adaptation Strategies for Survival under the COVID-19 Crisis Case study: Photocopy Shops in Bang Kho Lae District, Bangkok

Abstract

This research aims 1) to study the problems of photocopy shops in Bangkok Yai District, Bangkok during the COVID-19 crisis, and 2) to study the adaptation strategies of photocopy shops in Bangkok Yai District, Bangkok. The research design is qualitative research. The research area is photocopy shops in Bangkok Yai District, Bangkok. The sample consists of 10 photocopy shop operators in Bangkok Yai District. Purposive selection, triangulation, and interpretation of data were used to analyze the data. Inductive conclusions were drawn from the content analysis. The results showed that 1) photocopy shops in Bangkok Yai District, Bangkok, have been severely affected by the COVID-19 crisis. Sales have decreased due to the closure of educational institutions and various agencies, forcing them to reduce working hours or temporarily close their services. They also face high operating costs and have to adapt to disease prevention measures. 2) Photocopy shops have added online services such as receiving documents via email and home delivery, improving their stores with safety measures, limiting the number of customers in the store, and using social media to promote their business to attract new customers. Knowledge from this research suggests that photocopy shops in Bangkok Yai District have been able to adapt to survive the COVID-19 crisis by utilizing technology and online channels, along with safety measures and digital marketing. To maintain customer base and create new business opportunities during the crisis.