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Development and validation of the pick-up service quality scale of the buy-online-pick-up-in-store service

Author

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  • Yeonjoo Lee

    (University of Minnesota
    Yonsei University)

  • Sunmee Choi

    (Yonsei University
    VinUniversity)

  • Joy M. Field

    (Boston College)

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.

Suggested Citation

  • Yeonjoo Lee & Sunmee Choi & Joy M. Field, 2020. "Development and validation of the pick-up service quality scale of the buy-online-pick-up-in-store service," Operations Management Research, Springer, vol. 13(3), pages 218-232, December.
    • Handle: RePEc:spr:opmare:v:13:y:2020:i:3:d:10.1007_s12063-020-00161-0
    DOI: 10.1007/s12063-020-00161-0
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    Cited by:

    1. Yan Fang & Zhuowen Qu & Wenhua Wang, 2023. "Developing the Scale for Measuring the Service Quality of Internet-Based E-Waste Collection Platforms," Sustainability, MDPI, vol. 15(9), pages 1-16, May.
    2. Guarino Neto, Luigi & Geraldo Vidal Vieira, José, 2023. "An investigation of consumer intention to use pick-up point services for last-mile distribution in a developing country," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    3. Yini Chen & Ting Chi, 2021. "How Does Channel Integration Affect Consumers’ Selection of Omni-Channel Shopping Methods? An Empirical Study of U.S. Consumers," Sustainability, MDPI, vol. 13(16), pages 1-29, August.

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