Development and validation of the pick-up service quality scale of the buy-online-pick-up-in-store service
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Development and validation of the pick-up service quality scale of the buy-online-pick-up-in-store service Yeonjoo Lee 1,2 & Sunmee Choi 2,3 & Joy M. Field 4 Received: 9 January 2020 / Revised: 31 July 2020 / Accepted: 5 August 2020 # Springer Science+Business Media, LLC, part of Springer Nature 2020
Abstract Buy-Online-Pick-up-in-Store (BOPS) service is a popular omnichannel retail initiative, intended to enhance the convenience of online customers. Focusing on the pick-up (PU) stage of BOPS service, we develop a comprehensive scale (BOPS-PU-QUAL) for its quality perceived by customers. A multi-step scale development procedure involving one qualitative and two quantitative studies resulted in a scale consisting of 16 items under four dimensions. Service effectiveness is found to be the strongest influencer on quality perceptions of BOPS-PU, followed by problem-handling, ease of access, and item-quality. A structural equation analysis reveals that BOPS-PU-QUAL perceptions positively affect customers’ behavioral intentions towards the brand’s BOPS service, with the relationship fully mediated by satisfaction with BOPS. This study contributes to omnichannel service quality research by identifying the critical quality dimensions of BOPS pick-up service that reflect the uniqueness of BOPS customers. These findings help practitioners realize the importance of managing BOPS-PU service quality and provide practical guidance. Keywords Buy-online-pick-up-in-store . Omnichannel retailing . Click-and-collect . Pick-up service . Scale development . Service quality
1 Introduction Many retailers today offer multiple channels, or customer contact points or media through which the firm and its customers interact (Neslin et al. 2006), to allow customers to choose channels of their preference. These multichannel retailers are now evolving into omnichannel retailers by integrating and coordinating the channels (Levy et al. 2014). In the omnichannel retail context, firms offer diverse channels and * Joy M. Field [email protected] Yeonjoo Lee [email protected] Sunmee Choi [email protected] 1
Carlson School of Management, University of Minnesota, Minneapolis, MN, USA
2
School of Business, Yonsei University, Seoul, Republic of Korea
3
College of Business and Management, VinUniversity, Hanoi, Vietnam
4
Carroll School of Management, Boston College, 350 Fulton Hall, 140 Commonwealth Avenue, Chestnut Hill, MA 02492, USA
touchpoints, including online, offline, mobile, and Social Networking Service (SNS), that are integrated and managed under one brand strategy to provide customers with a seamless retail experience (Verhoef et al. 2015). Buy-Online-Pick-upin-Store (BOPS) service has emerged as an integral part of this omnichannel strategy. BOPS service, also known as “clickand-collect,” allows consumers to purchase items online and pick them up at an offline store instead of having the items delivered. A large number of retailers in diverse industries such as groceries, clothing, and department stores have adopted BOPS as a major channel i
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