基于线上线下融合的混合服务质量--内涵、维度及其测量

Hybrid Service Quality Based on Online-Merge-Offline: Connotation, Dimensions and Measurement

信息技术的进步促进了线上线下渠道的融合发展,传统服务业正在积极利用线上线下渠道改变服务的生产、传递和消费方式,线上线下融合的混合服务质量管理变得日益重要。文章基于多渠道交易过程视角,考虑顾客通过混合服务传递系统与服务企业的接触体验,全面定义和测量了线上线下融合的混合服务质量。运用访谈法、内容分析法、预调研和大样本调查分析,在中国情景下开发了线上线下融合的混合服务质量测量量表(OMO-HSQ)。通过因子分析、信度检验、效度检验和竞争模型比较分析,证明该量表有良好的心理测量学品质。研究表明,线上线下融合的混合服务质量包括了实体服务质量、电子服务质量和整合服务质量三个主维度及其十五个次级维度和对应的六十一个测量题项,混合服务质量构成维度对总体混合服务质量的相对贡献由大到小依次为整合服务质量、实体服务质量和电子服务质量,实体服务质量评价得分要依次高于电子服务质量和整合服务质量,企业类型、消费者类型和服务行业类型对混合服务质量有差异化影响。研究为测量混合服务质量提供了科学依据和工具,对混合服务企业服务质量管理有重要实践启示。

The progress of information technology has promoted the integrated development of online and offline channels. Traditional service industry is actively using online and offline channels to change the way of service production, delivery and consumption. Hybrid service quality management based on online-merge-offline has become increasingly important. From the perspective of multi-channel transaction process, considering the customer contact experience through hybrid service delivery system with service enterprises,this paper provides a more comprehensive definition and measurement of hybrid service quality based on online-merge-offline. With interviews,content analysis, preliminary investigation and large sample survey analysis, the measurement scale of the hybrid service qualityis based on online-merge-offline(OMO-HSQ) is systematically developed in China. Through factor analysis, reliability test, validity test and comparative analysis of competition model, it is proved that the scale has good psychological testing quality. Studies have shown that the hybrid service quality based on online-merge-offline includes 3 main dimensions(physical service quality, electronic service quality and integration service quality), 15 secondary dimensions and the corresponding 61 measuring items. The integration service quality has more impact on the overall multi-channel retail service quality than physical service quality and electronic service quality, and the evaluation score of physical service quality dimension is higher than that of electronic service quality and integration service quality. Moreover, the enterprise type,consumer characteristics and service industry type have different impacts on the perception of hybrid service quality.Research conclusions not only provide scientific basis and tools for measuring and understanding hybrid service quality,but also have important practical implications for service quality management of hybrid service enterprises.