The impact of convenience in a click and collect retail setting: A consumer-based approach

While click and collect (C&C) is a growing omni-channel grocery shopping model spreading out in Europe the US, little attention has been paid to design of convenience measure this setting under researched. In particular role digital feature its impact on consumer response. We explore C&C response through customer's perception, from his physical trip. This paper studies customers' behaviors toward their usual retailer relationship with them theory services more precisely Service dominant logic (S-D-L). Cconsumers analyzed prism convenience, especially by transposing measures: access, functional, process, relational providing new one: convenience. The conceptual tested empirically sample 1078 consumers responses are decomposed using Path-PLS structural equation modeling. Our evidence also suggests, that whole, each positively influence different intensity levels. These findings provide specific recommendations for system. Thus, functional strongest contribution explains 31.4% customer Further segmented approaches causal prove fulfillment moderating effect between Access remains prerequisite but somewhat surprisingly our results make it negative drive-in show clearly discriminant according type C&C.