混合服务质量对双线服务忠诚的影响——线上线下融合视角

传统服务质量和电子服务质量已广受关注,但同时基于人-人交互和人-技术交互的混合服务质量还缺乏深入探索。文章基于我国线上线下融合情境构建并实证分析了混合服务质量对双线服务忠诚的影响模型。实证分析表明,实体服务质量、电子服务质量、整合服务质量对感知价值和线上忠诚有积极影响,实体服务质量、整合服务质量对关系质量和线下忠诚有积极影响;感知价值和关系质量对线上线下忠诚均有积极影响;并且,感知价值和关系质量在混合服务质量三维度与线上线下忠诚之间起到一定程度的中介作用。此外,跨渠道质量不一致负向调节了电子服务质量、整合服务质量对感知价值的影响,负向调节了实体服务质量、整合服务质量对关系质量的影响;渠道使用模式负向调节了电子服务质量、整合服务质量对感知价值和关系质量的影响。研究从线上线下融合视角深入挖掘了混合服务质量影响服务忠诚的顾客心理机制和多渠道异质性特征,对混合服务提供商的服务质量和顾客忠诚管理有一定启示作用。     

混合服务质量：研究述评与未来展望

信息技术的进步极大地改变了服务生产、传递和消费的形式，促进了人-人交互和人-技术交互结合的混合服务发展。单渠道情境中的传统服务质量和电子服务质量已受到广泛关注，但多渠道融合情境中的混合服务质量还缺乏深入探索。混合服务质量逐渐成为近年来服务营销和管理领域新的研究主题。文章按照混合服务质量的内涵、构成、测量、影响因素以及对顾客行为的影响研究，对国内外该领域的研究情况进行了系统回顾和全面梳理，掌握了国内外的最新研究动态，并对未来研究方向进行了展望，以期促进国内学术界对混合服务质量的关注与探索。     

电子服务质量研究

电子服务质量是网络环境下消费者行为和服务营销研究的一个重要的组成部分,本文从服务展示、服务传递、服务实现和服务交互等方面对电子服务质量维度进行了分析。     

网络购物环境下的电子服务质量探究

近年,随着网络购物迅猛的发展,网络企业的服务质量好坏对于企业竞争优势的获取意义重大。通过对电子服务质量文献进行综合分析和研究,将电子服务质量划分为服务环境质量、服务过程质量和服务结果质量三个维度,并开发了相应的电子服务质量量表,为今后的电子服务质量的研究和网络企业服务质量的提高提供了理论依据。但探究验证表明,从具体行业着手,利用国外现有的模型进行评估,大多较少从理论本源上研究服务质量构成要素,大大限制了我国的服务质量研究水平。     

整合服务营销战略——新市场环境下竞争的核心

在新的市场环境下,引入服务质量差距模型,服务营销理论进入了新阶段,出现了企业服务质量设计和标准与顾客期望的认知之间、企业服务传递与服务质量和标准之间,服务传递与顾客沟通之间的差矩。应开展灵活高效的渠道传递服务,实施有效的整合战略,充分理解顾客的期望和感知,提升服务开发与设计功能,是增强新市场环境下的核心竞争力的关键。     

新零售企业多渠道整合服务质量对重购意愿的影响--顾客涉入度的调节作用

采取线上线下多渠道整合的零售模式已成为新零售企业主流模式,顾客重购意愿是新零售企业重要竞争力之一,也是衡量多渠道整合服务实施效果的重要标准。通过构建以顾客体验为中介的多渠道整合服务质量对重购意愿影响概念模型,引入顾客涉入度作为调节变量,经过调查分析384名在同一新零售企业线上线下渠道有购物经历的消费者,研究结论如下:多渠道整合服务质量对重购意愿有显著积极影响;多渠道整合服务质量对顾客体验有显著积极影响;顾客体验对顾客重购意愿有显著积极影响;顾客体验在多渠道整合服务质量与重购意愿之间起部分中介作用;顾客涉入度在多渠道整合服务质量与顾客体验关系中起正向调节作用。研究结论拓展了多渠道整合服务质量对重购意愿影响的内在机理,明确了顾客体验在其中的重要中介作用,探明了顾客涉入度在多渠道整合服务质量影响顾客体验过程中的重要调节作用。新零售企业既可以通过多渠道整合服务质量提升顾客重购意愿,也可以通过极致的顾客体验提升重购意愿,而且通过加强顾客涉入度管理可有效提升顾客体验与重购意愿。     

物业服务质量对顾客价值及顾客忠诚的影响:居住档次的调节作用

在竞争日益加剧的市场环境中如何提供高质量的服务,提升顾客感知价值以及顾客忠诚度是企业获取竞争优势的关键所在.本文以物业服务行业为研究背景,建构服务质量各维度对顾客价值和顾客忠诚的影响机制模型,并检验居住档次对该模型的调节效应.研究结果表明:与其他行业的服务质量维度构成不同,物业服务质量由实体环境、专业保障、服务效率和人文关怀四个维度构成;实体环境对顾客忠诚产生正向显著影响,而专业保障、服务效率、人文关怀三个服务维度虽然对顾客忠诚没有显著的直接影响,但均通过顾客价值对其产生间接影响;顾客价值是解释服务质量影响顾客忠诚的重要中介变量;居住档次部分调节了实体环境、专业保障、服务效率和人文关怀对顾客价值及顾客忠诚的影响.     

多渠道零售商线上线下营销协同研究——以苏宁为例

结合了实体门店与在线商店的多渠道零售模式已经成为全球零售业发展的趋势,但多渠道零售商线上线下协同效应与稀释效应并存,如何通过营销协同实现渠道整合成为零售领域研究的热点问题。本文以苏宁为研究对象,采用规范的案例研究方法对其营销协同策略、影响决策的关键因素以及营销协同绩效进行了深入分析。在案例研究的基础上,以渠道区隔与融合为基准构建了渠道分离、渠道协同、渠道融合、渠道并行四种类型的营销协同战略导向,并以案例分析得出的六个影响因素（消费者特性、成本因素、生命周期、竞争强度、互补性、规模经济）作为自变量,以企业自身因素与外部环境因素作为调节变量,以营销协同绩效作为因变量,构建了线上线下营销协同的理论框架。最后,文章为多渠道零售商的经营管理提供了可操作性建议。     

北京四合院主题酒店感知服务质量的调查研究

本文以感知服务质量为调研主体,对北京市四合院主题酒店的服务质量进行了调查研究。在调查过程中,根据主题产品、主题传递、主题氛围三个测量维度,共设计了46个测量指标。经过调查,该类型四合院酒店的经营者应着力开发符合老北京四合院特色的餐饮项目、休闲娱乐项目等,加强主题服务和主题展示,努力提高内部氛围的顾客感知度,保护和传承老北京文化,打造真正意义上的四合院酒店。     

我国零售业上市公司线上线下渠道整合现状分析

零售企业线上线下销售渠道的整合情况可以反映企业在网络信息时代对市场变化的适应能力。本文在国内外研究成果基础上，选取13个反映零售企业销售渠道整合情况的指标，对我国零售业上市公司的渠道整合状况进行调查分析。文章采用因子分析和聚类分析，研究渠道整合的程度和渠道整合的系统性，并从这两个方面评价零售企业线上线下渠道整合水平，最终得到渠道整合水平位于行业前列的27家企业名单。     

Re-assessment of E-S-Qual and E-RecS-Qual in a pure service setting

Understanding and measuring electronic service quality including its dimensions has become crucial since a growing volume of business takes place in the cyber world. This paper focuses on measuring electronic service quality and service recovery issues by means of E-S-QUAL and E-RecS-QUAL scales in a pure service oriented setting and across a culturally different consumer group than the original scale. This research covers 2017 customers' assessment of the electronic service quality offered by 13 banks in Turkey. Findings suggest a refined and more stable version of the E-S-QUAL scale for the internet banks. Comprehensive psychometric tests also suggest that E-RecS-QUAL is an appropriate tool to evaluate online service recovery in consumer research.     

Simultaneous measurement of quality in different online services

The purpose of our study is to propose a measurement model, based on two separate scales, to simultaneously test the quality of three services: online travel reservations, accommodation reservations and online ticketing. A scale to measure electronic service quality consists of four dimensions: design, functionality, privacy and information/reliability. The second scale used to measure recovery electronic service quality consists of two dimensions: access/contact and responsiveness. The findings indicate that our scales are reliable, valid and consistent among different contexts. To complete the validity assessment of the proposed scales, we test the nomological validity comparing different competing models.     

Service encounter in multi-channel distribution context: virtual and face-to-face interactions and consumer satisfaction

This article studies service quality and customer satisfaction in a context of multi-channel service distribution. The objective is to identify quality factors influencing the overall satisfaction of a multi-channel customer. A quantitative study was conducted among 445 customers mainly targeted on users of the traditional physical channel and online channel of a French retail bank. Using structural equation models with AMOS, the results show that perceived service quality in the virtual channel, perceived service quality in the traditional channel, and multi-channel integration quality have a positive influence on the overall satisfaction of the multi-channel customer.     

Female customers' expectation of the service offering and their perception of the service quality in an emerging clothing market

Worldwide, clothing retailers that offer similar merchandise and even the same brands are flanked almost next to one another in shopping centres. Clothing retail therefore appears to be poorly differentiated, and it is not always clear why consumers prefer to patronize one store and avoid another. This study explored female consumers' expectations of the service offering and their perception of the service quality of prominent clothing retail channels in Tshwane, a major urban area in South Africa. The survey involved 243 females that were 20 years of age or older. They completed a structured questionnaire that investigated their (1) expectations of customer service in terms of tangible evidence of the service offering; and (2) perception of service quality using two different instruments by means of a direct measurement approach. Explorative factor analysis was used to reduce the data in terms of relevant dimensions of the respective measuring instruments and to determine the significance of the various dimensions of customer service and service quality in the context of this research. Contrary to what the literature proposes about consumers in an emerging economy, findings of this study suggest that females' expectations of the service offering of clothing retail stores were high. Their expectations were cognitively structured in terms of three elements of customer service, namely (1) physical facilities and product presentation; (2) personnel; and (3) store image and processes. Their perception of service quality revealed an opportunity to augment the service quality through attention to activities that are associated with personnel and the so-called supportiveness dimensions of their service offering. Findings coincided with a prior investigation of Terblanche and Boshoff, although a re-labelling of one dimension of their instrument is proposed to prevent confusion. Recommendations to augment the service quality of clothing retailers are made in terms of tangible evidence of the service offering.     

Electronic and in-person service quality of hybrid services

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.