How logistics service quality and product quality matter in the retailer–customer relationship of food drive-throughs: The role of perceived convenience

PurposeThe purpose of this paper is to focus on consumers’ behaviours in a new trend of grocery retailing, called the drive-through format. It investigates the influence of logistics service quality and product quality (freshness of the product and the product in general) on consumers’ reactions (satisfaction, average basket expenditure and shopping frequency) through the mediation of satisfaction. This work also examines whether convenience moderates the relation between perceived quality and consumer satisfaction.Design/methodology/approachThis study tests these relationships with both path and structural models using a data set of grocery drive-throughs in France, gathered during 2015–2016. To confirm the validity of each construct, this paper has based and purified variables using various scales established in previous studies by conducting exploratory and confirmatory analysis.FindingsLogistics service quality and perceived product are effective drivers of consumer satisfaction. As well, the results reveal a positive relationship between quality perceptions and behaviour (average basket expenditure and shopping frequency) through the mediating function of consumer (overall) satisfaction. Thus, the findings indicate that the positive effects of the interaction terms between convenience and both the perceived quality of service and the perceived quality of fresh products on satisfaction can lead to a higher purchase incidence in drive-throughs. However, the degree of consumer convenience does not alter the influence of product quality in general with regard to the formation of satisfaction in connection with drive-throughs.Originality/valueDespite the growth of the drive-through format, few studies have investigated customer satisfaction within grocery retailing, nor its consequences and drivers, especially logistics service quality.