The effect of buy online and pickup in store on customer satisfacition and loyalty in China fasion related SME

Zhou, Shuang

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Type :	Thesis
Subject :	HF Commerce
Main Author :	Zhou, Shuang
Title :	The effect of buy online and pickup in store on customer satisfacition and loyalty in China fasion related SME
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Place of Production :	Tanjong Malim
Publisher :	Fakulti Pengurusan dan Ekonomi
Year of Publication :	2025
Corporate Name :	Perpustakaan Tuanku Bainun
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Abstract : Perpustakaan Tuanku Bainun

The primary objective of this study is to examine the effect Buy-Online-and-Pickup-In -Store (BOPS) strategy implementation on customer satisfaction and loyalty within China's fashion-related small and medium enterprises (SMEs). Additionally, the study analyzes the mediating effect of customer satisfaction on the relationship between price, service, and product type with customer loyalty, as well as the moderating effects of shopping values, age, and income on the relationship between price, service, and product type with customer satisfaction. A quantitative research approach was employed, involving 388 respondents who had used the BOPS model in purchasing Fast-Moving Consumer Goods (FMCG). Respondents were selected using a combination of cluster sampling and purposive sampling techniques. Data from valid questionnaires were analyzed using Structural Equation Modelling (SEM). The findings reveal that price (_=0.301, p

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