The Journal of Asian Finance, Economics and Business

Korea Distribution Science Association (한국유통과학회)
권호 표지
DOI QR코드

DOI QR Code

The Impact of Click and Collect's Service Quality on Customer Emotion and Purchase Decision: A Case Study of Mobile World in Vietnam

  • Le, Quang Hung (Faculty of Business Administration, Ho Chi Minh City University of Technology (HUTECH)) ;
  • Nguyen, Luu Thanh Tan (Faculty of Business Administration, Ho Chi Minh City University of Technology (HUTECH)) ;
  • Pham, Ngoc Tram Anh (Faculty of Business Administration, Ho Chi Minh City University of Technology (HUTECH))
  • Received : 2018.12.31
  • Accepted : 2019.01.14
  • Published : 2019.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

The study aims to identify Service Quality factors that affect purchase decision on Click and Collect service through the mediating variable of customer emotions at Mobile World stores in Ho Chi Minh City. This study employs a mixed methods research design. Data were collected through online self-completion questionnaire distributed to 316 customers who used to experience Click and Collect service at the Mobile World stores in Ho Chi Minh City, Vietnam. The theoretical model was tested through two-stage regression analysis (PATH model). The findings show that factors of service quality such as Reliability, Responsiveness, Assurance, Empathy, Tangibility, and Emotions affect the decision to purchase online and receive products directly at Mobile World stores in Ho Chi Minh City. Responsiveness and Assurance have a significant positive impact on the customer's emotions. Consequently, these factors should be considered and addressed when conducting multi-channel services. Obviously, employees must first be trained to be able to deliver the promise of the retailer to their customers. Based on the results of the study, the authors provide managerial implications for retailers in Vietnam in the multi-channel retail environment to develop Click and Collect at retail stores across the country and the world.

Keywords

References

  1. Gummesson, E. (1991). Truths and Myths in Service Quality. International Journal of Service Industry Management, 2(3), 7-16. https://doi.org/10.1108/09564239110007256
  2. Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention, a general structural equation model. European Journal of Marketing, 37(11/12), 1762-800. https://doi.org/10.1108/03090560310495456
  3. Hogg, M. K., & Penz, E. (2008). Extending Understanding of Consumer Ambivalence in Different Shopping Environments by Investigating Approach-Avoidance Conflicts. European Advances in Consumer Research, 8, 156-157.
  4. Hsieh, Y. C., Roan, J., Pant, A., Hsieh, J. K., Chen, W. Y., Lee, M., & Chiu, H. C. (2012). All for one but does one strategy work for all?: Building consumer loyalty in multi-channel distribution. Managing Service Quality, 22(3), 310-335. https://doi.org/10.1108/09604521211231003
  5. Mehrabian, A., & Russell, J. A. (1974). An Approach to Environmental Psychology. Cambridge, MA: MIT Press.
  6. Nguyen, L. T. T., Jamal, A., O'Brien, J., & Nawaz, I. Y. (2017). The effect of Click & Collect service in the context of retail atmospherics on consumer buying behaviour in terms of repurchase intention: An empirical study of Tesco UK. International Proceedings of Economics and Development Research, 87, 43-51.
  7. Pantano, E., & Naccarato, G. (2010). Entertainment in retailing: The influences of advanced technologies. Journal of Retailing and Consumer Services, 17(3), 200-204. https://doi.org/10.1016/j.jretconser.2010.03.010
  8. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
  9. Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in formation of consumers' purchase intentions. Journal of Retailing, 70, 163-178. https://doi.org/10.1016/0022-4359(94)90013-2
  10. Turley, L. W., & Milliman, R. E. (2000). Atmospheric effects on shopping behaviour: A Review of the Experimental Evidence. Journal of Business Research, 49(2), 193-211. https://doi.org/10.1016/S0148-2963(99)00010-7
  11. Wu, W. Y., Lee, C. L., Fu, C. S., & Wang, H. C. (2014). How can online store layout design and atmosphere influence consumer shopping intention on a website? International Journal of Retail Distribution Management, 42(1), 4-24. https://doi.org/10.1108/IJRDM-01-2013-0035
  12. Yarimoglu, E. K. (2014). A review on dimensions of service quality models. Journal of Marketing Management, 2(2), 79-93.
  13. Zeithaml, V., & Bitner, M. (2003). Service Marketing: Integrating Customer Focus across the Firm. New York, NY: McGraw-Hill.

Cited by

  1. A Study on BMS by BDS for Distribution-Business: Business Model System by Buyer's Decision Step vol.17, pp.4, 2019, https://doi.org/10.15722/jds.17.4.201904.27
  2. Investigating the Effect of Service Quality on Bank Customers' Satisfaction in Bangladesh vol.7, pp.10, 2020, https://doi.org/10.13106/jafeb.2020.vol7.n10.823
  3. Service Recovery Process: The Effects of Distributive and Informational Justice on Satisfaction over Complaint Handling vol.8, pp.1, 2019, https://doi.org/10.13106/jafeb.2021.vol8.no1.375
  4. An Empirical Study of Determinants of Customer Satisfaction of Banking Sector: Evidence from Bangladesh vol.8, pp.2, 2019, https://doi.org/10.13106/jafeb.2021.vol8.no2.0497
  5. Financial Performance of Converted Commercial Banks from Non-Banking Financial Institutions: Evidence from Bangladesh vol.8, pp.2, 2019, https://doi.org/10.13106/jafeb.2021.vol8.no2.0923
  6. The Impact of Quality and Price on the Loyalty of Electronic Money Users: Empirical Evidence from Indonesia vol.8, pp.3, 2019, https://doi.org/10.13106/jafeb.2021.vol8.no3.1349
  7. The Effect of Cafe Atmosphere on Purchase Decision: Empirical Evidence from Generation Z in Indonesia vol.8, pp.4, 2019, https://doi.org/10.13106/jafeb.2021.vol8.no4.0483
  8. Factors Affecting Consumer Purchasing Behavior: A Green Marketing Perspective in Vietnam vol.8, pp.5, 2019, https://doi.org/10.13106/jafeb.2021.vol8.no5.0433