Does pickup service quality explain buy online pickup in-store service user's citizenship behavior? Moderating role of product categories and gender

IF 3.8 Q2 MANAGEMENT

TQM Journal Pub Date : 2023-01-25 DOI:10.1108/tqm-10-2022-0297

T. Natarajan, Deepak V. Ramanan, Jegan Jayapal

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引用次数: 6

Abstract

PurposeBuilding on stimulus organism response theory, the current study examines the influence of pickup service quality of buy online, pickup in-store (BOPIS) service on the BOPIS users' satisfaction, trust and commitment, subsequently leading to customer citizenship behavior (CCB). It examines the proposed relationships against boundary conditions, product categories and gender.Design/methodology/approachThe research is descriptive, quantitative and cross-sectional investigation. It was conducted using data collected from 401 Indian omnichannel shoppers using a validated self-administered questionnaire. The proposed conceptual model was tested using Partial Least Squares-Structural Equation Modeling (PLS-SEM) and Partial Least Squares-Multi-group analysis (PLS-MGA).FindingsThe results indicate that pickup service quality in BOPIS positively impacts all the dimensions of relationship quality of the BOPIS users. Satisfaction and commitment directly affect CCB. However, trust impacts CCB indirectly through commitment. The moderating effect of the product category purchased and gender on specified relationships was tested. Results revealed the impact of pickup service quality on BOPIS users' trust and commitment differed across product categories. More impact was seen among users who purchased shopping and specialty goods. The study also found that trust-driven citizenship behavior was seen more among female BOPIS users when compared to males.Research limitations/implicationsThe study is carried out on the Indian population, where omnichannel retailing is still nascent.Originality/valueThis study addresses the gap to investigate the value co-creation behavior (CCB) in the omnichannel retail context among BOPIS users. This study is the first to show that in-store pickup service quality in BOPIS might affect customer citizenship behavior through relationship quality dimensions, assessed against boundary conditions such as the product category and BOPIS user gender.

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上门取货服务质量能否解释在线取货服务用户的公民行为?产品类别和性别的调节作用

目的本研究基于刺激机体反应理论，探讨在线购买、店内取货服务质量对用户满意度、信任和承诺的影响，进而导致消费者公民行为。它根据边界条件、产品类别和性别审查拟议的关系。设计/方法/方法本研究是描述性、定量和横断面调查。该研究使用了从401名印度全渠道购物者收集的数据，使用了一份有效的自我管理问卷。采用偏最小二乘-结构方程模型(PLS-SEM)和偏最小二乘-多群分析(PLS-MGA)对提出的概念模型进行了检验。研究结果表明:京外接机服务质量对京外接机用户关系质量各维度均有正向影响。满意度和承诺直接影响建行。信任通过承诺间接影响建行。考察了所购商品类别和性别对特定关系的调节作用。结果显示，取件服务质量对BOPIS用户信任和承诺的影响在不同的产品类别中存在差异。购买购物和特色商品的用户受到的影响更大。研究还发现，与男性相比，女性BOPIS用户更倾向于信任驱动的公民行为。研究的局限性/意义这项研究是针对印度人口进行的，在印度，全渠道零售仍处于萌芽阶段。原创性/价值本研究旨在探讨BOPIS用户在全渠道零售环境下的价值共同创造行为(CCB)。这项研究首次表明，BOPIS的店内取货服务质量可能会通过关系质量维度影响客户公民行为，并根据边界条件(如产品类别和BOPIS用户性别)进行评估。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

TQM Journal Business, Management and Accounting-Business, Management and Accounting (all)

CiteScore

9.10

自引率

0.00%

发文量

114

期刊介绍： Commitment to quality is essential if companies are to succeed in a commercial environment which will be virtually unrecognizable in less than a decade. Changing attitudes, changing perspectives and changing priorities will revolutionise the structure and philosophy of future business practice - and TQM will be at the heart of that metamorphosis. All aspects of preparing for, developing, introducing, managing and evaluating TQM initiatives.