The impact of buy-online-pickup-in-store shopping on customer engagement: framework and propositions

Abstract

Abstract This research aims to develop a new conceptual framework that investigates the effect of buy-online-pickup-in-store (BOPS) shopping on customer engagement and related outcomes from the touchpoint perspective. Based on the customer engagement theory and touchpoint literature, we define the concept of contact interactivity to explore the multiple touchpoints in the BOPS shopping experience and develop a conceptual framework and an associated set of propositions related to contact interactivity. To better understand contact interactivity, we propose the three dimensions of the customer–product interaction, customer–employee interaction, and customer–customer interaction, and further investigate the advantages of BOPS by comparing it with online shopping. This study has research implications for the BOPS literature by identifying specific touchpoints in multiple phases of the BOPS shopping journey and explaining the effect of BOPS shopping on customer engagement. We conclude by discussing important theoretical and practical implications that arises from our analyses.

Keywords

• Buy online, pickup in-store
• Customer engagement
• Customer touchpoints
• Contact interactivity
• Omnichannel shopping