Measuring customers benefits of click and collect

Magali Jara (), Dany Vyt (), Olivier Mevel (), Thierry Morvan and Nélida Morvan
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Magali Jara: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes
Dany Vyt: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Olivier Mevel: UBO - Université de Brest
Thierry Morvan: UR - Université de Rennes, IUT de Saint-Malo - UR - Université de Rennes
Nélida Morvan: UR - Université de Rennes, IUT de Saint-Malo - UR - Université de Rennes

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Abstract: PurposeClick and collect (or grocery pickup) represents a growing part of the channel strategy of traditional off-line retailers. The aim of this study is to understand how customers develop their perceptions toward this new channel. In other words, what are the key factors explaining the long-term value creation for each "click and collect" system depending on consumers' profiles?Design/methodology/approachOn the basis of a quantitative survey of 479 respondents, this research uses confirmatory analyses based on the partial least square path modeling.FindingsBased on the structural model, the study finds that the customers' relations, website and pickup station are the most important factors creating value for customers whatever the internet grocery shopping model. The global conceptual model has been implemented under many variations to test the age effect and the kind of click and collect model. It is made evident that customers' benefits vary regarding the kind of click and collect model and the age of customers.Research limitations/implicationsThis research allows a better understanding of the performance of the click and collect system by looking at the key factors that maximize the customers' value and those that decrease it. Results precisely show variations of those factors according to the customer's profile and the click and collect model.Originality/valueThis quantitative paper studies customer behaviors toward their usual retailer and their relationship with them. To do so, segmented approaches of the causal model are retained to provide specific recommendations.

Keywords: Multi-channel strategy; Grocery pickup; Structural equations modeling; Click and collect; Confirmatory analyses (search for similar items in EconPapers)
Date: 2018-03-16
New Economics Papers: this item is included in nep-pay
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-01806403
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (17)

Published in Journal of Services Marketing, 2018, 32 (4), pp.430-442. ⟨10.1108/JSM-05-2017-0158⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01806403

DOI: 10.1108/JSM-05-2017-0158

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