Does pickup service quality explain BOPIS users' store relationship performance? The moderating role of users' service experience consciousness

IF 3.8 Q2 MANAGEMENT
T. Natarajan, Deepak Ramanan Veera Raghavan
{"title":"Does pickup service quality explain BOPIS users' store relationship performance? The moderating role of users' service experience consciousness","authors":"T. Natarajan, Deepak Ramanan Veera Raghavan","doi":"10.1108/tqm-03-2023-0091","DOIUrl":null,"url":null,"abstract":"PurposeBuilding on Stimulus-Organism-Response theory, the current study examines the influence of pickup service quality in buy-online pickup in-store service (BOPIS) on users' perceived relationship investment with the mediating role of users' perceived experience quality and relationship proneness. This research also demonstrates the subsequent impact of BOPIS users' perceived relationship investment on their relationship performance indicators, like their cross-buying behaviors (breadth), frequency of their purchase (depth) and longevity of their relationship (length) with the store. The moderating role of BOPIS users' service experience consciousness in a few proposed relationships was tested.Design/methodology/approachThe research is descriptive, quantitative and cross-sectional investigation. The study employed a purposive sampling technique. It was conducted using data collected using a validated self-administered questionnaire from 786 Indian omnichannel shoppers who have used BOPIS services in the past. The proposed conceptual model was tested using Partial Least Squares-Structural Equation Modeling.FindingsThe results indicate that BOPIS users' perceived experience quality and relationship proneness positively mediate pickup service quality and perceived relationship investment. The users' perceived relationship investment subsequently significantly positively impacts different dimensions of their relationship performance with the store (breadth, depth and length). Additionally, BOPIS users' service experience consciousness has a significant negative moderating effect on the direct relationship between pickup service quality and different dimensions of relationship performance.Research limitations/implicationsThe study is conducted in the Indian population, where omnichannel retailing is still nascent.Originality/valueThis study addresses the need to investigate the relationship performance indicators of BOPIS users, like their cross-buying behaviors(breadth), frequency of their purchase(depth) and longevity of their relationship(length) with the store. This study is the first to show that pickup service quality might explain the relationship performance of BOPIS users through their perceived experience quality, relationship proneness and relationship investments. The moderating role of BOPIS users' service experience consciousness in a few proposed relationships was also tested for the first time.","PeriodicalId":40009,"journal":{"name":"TQM Journal","volume":null,"pages":null},"PeriodicalIF":3.8000,"publicationDate":"2023-08-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"3","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"TQM Journal","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/tqm-03-2023-0091","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"MANAGEMENT","Score":null,"Total":0}
引用次数: 3

Abstract

PurposeBuilding on Stimulus-Organism-Response theory, the current study examines the influence of pickup service quality in buy-online pickup in-store service (BOPIS) on users' perceived relationship investment with the mediating role of users' perceived experience quality and relationship proneness. This research also demonstrates the subsequent impact of BOPIS users' perceived relationship investment on their relationship performance indicators, like their cross-buying behaviors (breadth), frequency of their purchase (depth) and longevity of their relationship (length) with the store. The moderating role of BOPIS users' service experience consciousness in a few proposed relationships was tested.Design/methodology/approachThe research is descriptive, quantitative and cross-sectional investigation. The study employed a purposive sampling technique. It was conducted using data collected using a validated self-administered questionnaire from 786 Indian omnichannel shoppers who have used BOPIS services in the past. The proposed conceptual model was tested using Partial Least Squares-Structural Equation Modeling.FindingsThe results indicate that BOPIS users' perceived experience quality and relationship proneness positively mediate pickup service quality and perceived relationship investment. The users' perceived relationship investment subsequently significantly positively impacts different dimensions of their relationship performance with the store (breadth, depth and length). Additionally, BOPIS users' service experience consciousness has a significant negative moderating effect on the direct relationship between pickup service quality and different dimensions of relationship performance.Research limitations/implicationsThe study is conducted in the Indian population, where omnichannel retailing is still nascent.Originality/valueThis study addresses the need to investigate the relationship performance indicators of BOPIS users, like their cross-buying behaviors(breadth), frequency of their purchase(depth) and longevity of their relationship(length) with the store. This study is the first to show that pickup service quality might explain the relationship performance of BOPIS users through their perceived experience quality, relationship proneness and relationship investments. The moderating role of BOPIS users' service experience consciousness in a few proposed relationships was also tested for the first time.
取货服务质量能否解释BOPIS用户的门店关系表现?用户服务体验意识的调节作用
目的基于刺激-有机体反应理论,本研究考察了在线取货服务中取货服务质量对用户感知关系投资的影响,以及用户感知体验质量和关系倾向的中介作用。这项研究还证明了BOPIS用户感知的关系投资对他们的关系绩效指标的后续影响,如他们的交叉购买行为(广度)、购买频率(深度)和他们与商店的关系寿命(长度)。测试了BOPIS用户的服务体验意识在几种关系中的调节作用。设计/方法论/方法研究是描述性、定量和横断面调查。这项研究采用了有目的的抽样技术。这项研究使用了一份经过验证的自我管理问卷收集的数据,该问卷来自786名过去使用过BOPIS服务的印度全渠道购物者。使用偏最小二乘结构方程模型对所提出的概念模型进行了测试。结果表明,BOPIS用户的感知体验质量和关系倾向正中介于取货服务质量和感知关系投资。用户感知的关系投资随后显著正向影响了他们与商店关系表现的不同维度(广度、深度和长度)。此外,BOPIS用户的服务体验意识对接送服务质量与不同维度关系绩效之间的直接关系具有显著的负调节作用。研究局限性/含义这项研究是在印度人群中进行的,那里的全渠道零售仍处于萌芽阶段。原创性/价值本研究旨在调查BOPIS用户的关系绩效指标,如他们的交叉购买行为(广度)、购买频率(深度)和与商店的关系寿命(长度)。本研究首次表明,接送服务质量可以通过BOPIS用户的感知体验质量、关系倾向和关系投资来解释他们的关系表现。首次测试了BOPIS用户服务体验意识在几种关系中的调节作用。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 求助全文
来源期刊
TQM Journal
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.
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信