Innovar | 2026
Authors: Arroyo-Lopez P.E.; Carrete L.
DOI: 10.15446/innovar.v36n99.108045
Journal: Innovar
Year: 2026
Publisher: Universidad Nacional de Colombia
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
Buy Online Pick up in Store (BOPS), or “click and collect,” has gained acceptance as a profitable omnichannel model that integrates online and offline channels, reduces delivery times, and increases the convenience of purchasers who collect their orders at a suitable location. This research aimed to confirm the well-established relationship between service quality and behavioral intentions mediated by customer satisfaction in the BOPS context. A simplified scale is proposed to assess the integrated service quality of BOPS using service quality frameworks developed in marketing. BOPS service quality was conceptualized as a second-order formative construct comprising three dimensions: in-store service, online service, and pick-up service. Customers of a leading Mexican retailer were surveyed when they picked up their orders during a special promotion. Exploratory factor analysis was performed to assess the multidimensionality of the proposed scale, and statistical and judgmental criteria were applied to purify it. Findings reveal that BOPS service quality comprises three dimensions: online and offline technical services and functional services. The PLS-SEM analytical results support the validity of the proposed scale and the role of satisfaction as a mediator of the influence of BOPS service quality on repurchase intentions and positive recommendations. The findings of this study are limited to BOPS users at stores of a single Mexican retailer; however, they provide relevant information for omnichannel retailing strategy. © 2026 Universidad Nacional de Colombia. All rights reserved.
Buy-online-pick-up-in-store (BOPS); consumer behavior; omnichannel; retailers; satisfaction; service quality