A Study on the Adoption of BOPIS and Its Impact on Customer Satisfaction for Home Appliances in Trichy
Dr. K. R Mahalaxmi
Abstract
Purpose – This study aims to examine the adoption of the Buy Online, Pick Up In Store (BOPIS) model and its influence on customer satisfaction in the context of home appliance purchases in Trichy. It evaluates key factors such as consumer awareness, digital literacy, confidence, convenience, and perception to understand their role in shaping BOPIS usage and customer satisfaction.
Design/methodology/approach – The research adopts a descriptive design and employs both primary and secondary data. A structured questionnaire was used to collect responses, and a pilot study with 30 samples yielded a Cronbach's alpha of 0.97 for reliability. The study utilizes percentage analysis, Chi-square tests, correlation analysis, and multiple regression techniques to analyze the responses and identify statistically significant relationships.
Findings – The findings reveal strong associations between consumer attitude and satisfaction, as well as between perception and convenience. The study confirms that digital engagement, ease of use, and trust in the BOPIS process significantly affect adoption rates and satisfaction levels. Consumers prefer BOPIS due to time savings, reliability, and reduced in-store hassle.
Originality/value – This study addresses a specific gap by focusing on BOPIS adoption in a semi-urban Indian context, particularly for high-involvement goods like home appliances. It highlights the need for improved digital awareness and operational streamlining to enhance customer experience. The findings provide actionable insights for retailers to strengthen their omnichannel strategies and meet evolving customer expectations.
Keywords: BOPIS, omnichannel retailing, customer satisfaction, home appliances, Trichy, consumer behavior, digital literacy, convenience, perception, retail strategy, emerging markets, sustainability
