Omnichannel fulfillment quality and downstream retail outcomes: Evidence from Taiwan's convenience-store pickup market

This study investigates how customer-facing fulfillment quality is associated with downstream retail outcomes in Taiwan's convenience-store pickup market. Integrating the Stimulus–Organism–Response framework with Transaction Cost Economics, it conceptualizes delivery reliability, information transparency, and return convenience as fulfillment cues that reduce coordination, monitoring, and recovery frictions. Survey data from 953 Taiwanese consumers who had used convenience-store pickup and payment during the previous 30 days were analyzed using PLS-SEM. Results indicate that all three fulfillment-quality dimensions are positively associated with perceived logistics value. Information transparency and return convenience also have direct positive associations with brand trust, beyond the indirect route through value. Perceived logistics value and brand trust are positively associated with brand resonance and cross-buying intention, and convenience orientation strengthens the association between delivery reliability and perceived logistics value. The study contributes to retailing and consumer services research by specifying how fulfillment quality is connected with relationship-oriented outcomes in a pickup-intensive market. It also identifies Taiwan's dense convenience-store pickup infrastructure as an important boundary condition because fulfillment is unusually visible, routinized, and customer-managed in this setting.