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

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.

Does integrated store service quality turn omnichannel shoppers into price-insensitive, cross-category purchasers, and loyal webroomers? Moderating role of perceived relationship investment and alternative retailer attractiveness

“…Third, given that an integrated store differs from a conventional brick-and-mortar store examining the in-store servicescape quality-driven customer attachment and subsequent store beneficial behaviors has become imperative (Zhang et al , 2022). Our research answers this gap and differs significantly from the recent studies that have focused on the store attachment to model outcome variables like citizenship behavior Natarajan et al (2023c) (Gorji et al , 2021), word-of-mouth behaviors (Horáková et al , 2022; Rodrigues and Brandão, 2021) and retailer switching intentions (Horáková et al , 2022), but we have relied on this theoretical lens to demonstrate the positive impact of store attachment on store beneficial behaviors like (willingness to pay more, cross-buying behaviors and webrooming intentions) of omnichannel customers at the interface of online and offline-integrated store context.…”

“…Retailers must ensure prompt product availability when a customer enters the store and maintain a diversified product range because, as this research shows, engaged customers with a strong sense of attachment to a store are willing to make additional purchases there. Natarajan and Veer Raghavan (2023d) Store managers could invest in interesting in-store technologies that foster CE. For instance, digital signage lets retailers display dynamic, interactive content that catches customers’ attention, which could be used to provide product information and suggestions, making the shopping experience more engaging and informative.…”

“…Managers may use radio frequency identification technology to identify products consumers bring into the fitting room. Natarajan and Veer Raghavan (2023d) It could be further leveraged to encourage cross-buying behaviors; retailers leveraging advanced data mining software could draw conclusions on the purchase patterns of omnichannel shoppers through their purchase footprints. They could contemplate creative product bundling strategies that combine complementary items.…”

A multiple-case study on the adoption of customer relationship management and big data analytics in the automotive industry

“…Moser (2021) stressed that deep customer knowledge represents a relevant prerequisite for successful CRM systems. As customers engage with brands across multiple platforms in digital and physical worlds, managing the current omnichannel business ecosystem becomes increasingly complex (Natarajan and Veera Raghavan, 2023). On the one hand, as emerged in our case study, automotive firms still need insights developed by dealerships thanks to their direct interactions with customers in physical stores.…”

The dynamics of value co‐creation behavior: A systematic review and future research agenda

“…Depending on the research objectives, Yi and Gong (2013) suggest that either of these two dimensions may be employed independently. Several researchers including Lee et al (2019), Manzoor et al (2021), Natarajan et al (2023), Ma et al (2023), and Yang et al (2023), considered the CZB dimension only, whereas Ahn, Lee, and Kwon (2020) and Min et al (2021) argued that CPB leads to CZB. Mai et al (2020) explain the VCCB using four dimensions, namely dialogue, access, risk, and transparency (popularly called the DART model).…”