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Covid-19 Pandemic has an impact toward the businesses wide range inclusive Small Medium Enterprise (SME). The main purpose of this study is to investigate the purchasing behaviour of SME customer during Pandemic Covid -19 by using 7Ps approach. This study measured the relationship between 7Ps factors with purchasing behaviour in SME. Based on reliability test, all constructs are reliable and fit for mass data collection. Using convenience sampling, 105 of good questionnaires was able to be obtained for analysis using Statistical Package Social Science (SPSS) Statistic 26. Pearson correlation has been used to measure the relationship between 7Ps factors and purchasing behaviour. The result shows that all 7Ps factors has strong and positive relationship with purchasing behaviour. Factors with highest correlation with purchasing behaviour is People (0.903). This is followed by Product (0.766) and Price (0.747). Factors with least correlation with Purchasing behaviour is Place (0.558). These findings provided contribution to the literature in this field and help SME owner to strategies their businesses to retain and increase number of customers. This study can be expended to include customer retention in the framework.

The coronavirus disease 2019 (COVID-19), is a new type of coronavirus spreading exponentially globally. It was started in December 2019 in Wuhan, China, which caused severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2) (Dashraath et al., 2020 & Chowdhury et al., 2020). Coronaviruses were identified in 1960, which is that everyone will be affected once in life, mostly a young child and more common during fall and winter (D. Bhargava, 2020). SARS-CoV-2 is one of seven types of coronaviruses, including the ones that cause severe diseases like Middle East Respiratory Syndrome (MERS) and Sudden Acute Respiratory Syndrome (SARS). Those affected will experience infection in the nose, sinuses, or upper throat. But Covid-19 will affected upper respiratory tract (sinuses, nose and throat) or lower respiratory tract which is windpipe and lungs (Pathak, 2020).

The term "virus" derives from the Latin word for "venom" and refers to a microscopic infectious agent. On the other hand, "corona" is named by its shape to look like a crown ring – the scientists who coined the word coronavirus in 1968 reasoned that the virus they were studying under a microscope resembled a solar corona (Steinmetz, 2020). COVID-19 was introduced when it was first detected in late 2019 and used letters from CO-Rona-VI-rus D-isease (Bhargava, 2020). Corona infections were initially seen as cold in 1965 (Kahn & McIntosh, 2005), which is almost six decades ago. Corona was formerly thought to be a basic, non-fatal virus to human beings until 2002. Before the world witnessed a Severe Acute Respiratory Syndrome Coronavirus (SARS-CoV) outbreak in November 2002, it was assumed that this virus mainly infected animals. However, this was proven incorrect. Ten years after that, a new pathogenic coronavirus known as the Middle East Respiratory Syndrome Coronavirus (MERS-CoV) spread throughout the Middle East and caused a pandemic in several countries (Shereen et a., 2020).

Without a doubt, COVID-19 is indeed a disease caused by a recently discovered coronavirus strain, a form of a virus known to cause human respiratory infections. On January 24, 2020, the first case of Malaysia with COVID-19 was detected. In Malaysia, the World Health Organization (WHO) worked closely with the Ministry of Health to respond to this epidemic. Furthermore, according to the WHO report, as of November 15, 2020, a total of 47,417 COVID-19 confirmed cases have occurred in Malaysia. There have been 23 new deaths recorded in the past week. This brings to 309 the cumulative number of COVID-19 deaths since the epidemic started in Malaysia (WHO, 2020). At the same time, COVID-19 has a significant effect on businesses and the economy and catastrophic cases for people's health. There has never been a more urgent need for companies to reconsider and reconfigure their businesses for a changing environment as the COVID-19 pandemic continues to evolve. It is now time for organizations to concentrate on supporting critical areas of their companies that will help them stabilize and strategize for what is next in the new climate.

The spread of the first Coronavirus Disease (COVID-19) in Wuhan, China, shocked the whole world at the end of 2019. The World Health Organization (WHO) declared this epidemic a global pandemic for different countries worldwide on March 11, 2020 (Cucinotta & Vanellli, 2020). Due to this, many countries limited the movement of their people and business activities, and large gatherings, including schools, to effectively transmit the disease (Toda, 2020). On March 18, 2020, the Malaysian government had also announced the Movement Control Order (MCO). People of the country were instructed for a 'social distancing' to enable and resolve the spread of COVID-19.

A pandemic is a deadly disease that threatens society by spreading complex diseases and eventually spreads to other communities and areas. History shows that the world was once attacked by the flu pandemic, also known as the Spanish Flu, in 1918. The Spanish Flu 1918 has killed hundreds of millions of people over two years until the vaccine was found. Now, the world is shocked by a new pandemic called Covid-19. This pandemic is believed to have started in Wuhan, China, in December 2019 and has spread worldwide until today. Although the vaccines have been found and millions are already vaccinated, most countries are still closing their borders and enforcing lockdowns to combat Covid-19 infections from spreading wide. Covid-19 has crippled most companies' economic activities, especially small and medium enterprises (SMEs), and has significantly impacted consumer decision-making. Covid-19 has radically changed the context in which we make purchasing decisions, disrupting many deeply-rooted habits and preferences (Mledonova 2020).

The coronavirus (Covid 19) has a significant impact on all businesses in Asia, the Pacific region, and the rest of the world. Indeed, apart from health effects, the Covid 19 pandemic has significant economic effects worldwide. Tourism is the most significantly affected business by COVID-19. As a major economic sector and source of foreign exchange earnings in many countries in Asia, the sudden fall in tourist arrivals has severe economic and social consequences within and beyond tourism. Helble and Fink (2020) stated that one strategy for countries' tourism recovery could be implemented through travel bubbles or the concept of a green corridor. Travel bubbles with the green concept become one of the strategies from countries such as Indonesia and Malaysia.

This study is an attempt to determine to what extent service quality impacts on passengers’ satisfaction and thus purchasing intentions of the flight between Kuala Lumpur and London by Malaysia Airlines. This study applied quantitative methodology to discover the relationship between service quality, customer satisfaction, and purchasing intentions among airline passengers. The study findings were based on a survey of 120 Malaysia Airlines passengers. Forty-eight British and seventy-two Malaysian passengers voluntarily took part in the survey of describing the level of passengers’ satisfaction and purchasing intention with the service provided by Malaysia Airlines between both nationalities. Five-point Likert scale was used to assess the respondents’ level of perception, satisfaction and purchasing intention. Results based on the data gathering and analysis show that, Malaysia Airlines’ passengers of both nationalities were at good level. This study shows that the service quality provided meet the expectations of passengers. Additionally, this study was only limited to the sample of Malaysia Airlines’ passengers who took part in the questionnaires. Further investigation in this area of research could deliver deeper information and findings to be useful to both academicians and practitioners.

This research focuses on the factors of customer loyalty in the service industry particularly in telecommunication industry and aims to solve the issues related to the prepaid mobile services. The research was conducted to evaluate the relationship between service quality, customer perceived value and customer trust against customer loyalty.Surveys are conducted using survey responses from a sample of 398 respondents. The result of this research indicates that there is a positive relationship between customer support service, service reliability, emotional value and customer trust with customer loyalty. The results are also compared with previous earlier findings and implications for future research are discussed. Suggestion was made to conduct future research using longitudinal evidence by evaluating the relationship among and in-between variables towards customer loyalty in service industry.