The study aims to identify Service Quality factors that affect purchase decision on Click and Collect service through the mediating variable of customer emotions at Mobile World stores in Ho Chi Minh City. This study employs a mixed methods research design. Data were collected through online self-completion questionnaire distributed to 316 customers who used to experience Click and Collect service at the Mobile World stores in Ho Chi Minh City, Vietnam. The theoretical model was tested through two-stage regression analysis (PATH model). The findings show that factors of service quality such as Reliability, Responsiveness, Assurance, Empathy, Tangibility, and Emotions affect the decision to purchase online and receive products directly at Mobile World stores in Ho Chi Minh City. Responsiveness and Assurance have a significant positive impact on the customer's emotions. Consequently, these factors should be considered and addressed when conducting multi-channel services. Obviously, employees must first be trained to be able to deliver the promise of the retailer to their customers. Based on the results of the study, the authors provide managerial implications for retailers in Vietnam in the multi-channel retail environment to develop Click and Collect at retail stores across the country and the world.

Abstract 
 1. Introduction
 2. Literature Review and Hypothesis Development
  2.1. Click and Collect Service in the Context of Multi-channel Retailing
  2.2. Service Quality
  2.3. Store Atmospherics
  2.4. Customer Emotions
  2.6. Purchase Decision
 3. Research Methodology
  3.1. Operationalization of Constructs
  3.2. Qualitative Research
  3.3. Quantitative Research
 4. Research Findings
  4.1. Assess the Reliability of the Scale by Cronbach's Alpha
  4.2. Results of EFA Analysis
  4.3. Multivariate Linear Regression Analysis
  4.4. Analyze the PATH model
 5. Results and Discussion
 6. Conclusion and Managerial Implication
 References

• Quang Hung Le(Faculty of Business Administration, Ho Chi Minh City University of Technology (HUTECH)) Corresponding Author
• Luu Thanh Tan Nguyen(Faculty of Business Administration, Ho Chi Minh City University of Technology (HUTECH))
• Ngoc Tram Anh Pham(Faculty of Business Administration, Ho Chi Minh City University of Technology (HUTECH))