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

Journal article


Hung Le, Q., Nguyen, L.T.T. and Pham, N.T.A. (2019). The Impact of Click and Collect’s Service Quality on Customer Emotion and Purchase Decision: A Case Study of Mobile World in Vietnam. Journal of Asian Finance, Economics and Business. 6 (1), pp. 195-203. https://doi.org/10.13106/jafeb.2019.vol6.no1.195
AuthorsHung Le, Q., Nguyen, L.T.T. and Pham, N.T.A.
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.

Year2019
JournalJournal of Asian Finance, Economics and Business
Journal citation6 (1), pp. 195-203
ISSN2288-4645
Digital Object Identifier (DOI)https://doi.org/10.13106/jafeb.2019.vol6.no1.195
Web address (URL)http://koreascience.or.kr/article/JAKO201915658236044.page
Publication process dates
Accepted14 Jan 2019
Deposited04 Aug 2022
Accepted author manuscript
License
File Access Level
Open
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https://openresearch.lsbu.ac.uk/item/91845

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