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

Multichannel retailers are gradually dominating today’s retail landscape. Multichannel retailing encompasses a set of activities conducted through more than one channel to sell products and services to customers. However, despite the advantages of operating multiple channels, such retailers are confronting with numerous challenges in the delivery and maintenance of the integrated multichannel service quality. Undoubtedly, the effect of multichannel retail service, namely Click&Collect service on shopping behaviour is more complicated than a single channel service since multichannel consumer behaviours reduce natural boundaries of classical online and physical channels. This research examines the effect of Click&Collect service as an atmospheric element on consumer’s emotional states and behavioural response in terms of repurchase intention. Using survey methodology, data were collected through online self-completion questionnaire distributed to customers who experienced Click&Collect services at physical stores. Specifically, 241 responses were collected and data were then analysed using correlation and regression analysis methods. We utilised a wide range of environmental psychology paradigms and SERVQUAL model to analyse customers’ emotional states and behaviours in multichannel retail settings that helped formulate multichannel retailing strategies as well as opportunities for generating synergies across multiple channels. Additionally, current knowledge drawn from the academic literature and industry practice, exploratory research on consumer buying behaviour, managerial implications for retailers, and potential directions for future research will also be discussed in this paper.