Electronic and in-person service quality of hybrid services

Tien Wang, Ralph Keng Jung Yeh, David C. Yen, Christyanto Ari Nugroho

研究成果: Article同行評審

10 引文 斯高帕斯(Scopus)

摘要

The service industries have experienced dramatic changes in service delivery format because of fast-paced innovation in information technology. Hybrid services involve service deliveries through conventional and technology-enabled environments, each of which is complementary and non-interchangeable. However, limited research has examined consumer behavior in response to a series of relevant service episodes in different channels at different points in time. In other words, how customers perceive service quality at each service encounter and how the cumulative effect of these perceptions influences customers’ overall service value assessment and satisfaction remain unclear. This study addresses this research gap by investigating the sequential influence of e-service quality on in-person service quality in a hybrid service format in which interpersonal and computer-mediated services coexist but at different points in time. Empirical analysis shows that e-service quality directly and positively affects in-person service quality, which fully mediates the effects of e-service quality on perceived value and customer satisfaction. The sequence of service encounters matters because in-person service quality perception has a stronger effect than e-service quality on customer metrics. Cumulative quality perceptions significantly influence perceived value and overall customer satisfaction. Theoretical and managerial implications are presented in the discussion.

原文English
頁(從 - 到)638-657
頁數20
期刊Service Industries Journal
36
發行號13-14
DOIs
出版狀態Published - 2016 十月 25

All Science Journal Classification (ASJC) codes

  • 策略與管理
  • 技術與創新管理

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