基于线上线下融合的混合服务质量--内涵、维度及其测量

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。     

Measuring user perceived service quality of online auction sites

This study proposes a measure for online auction sites' service quality (OA-SQ). The conceptualisation is based on a literature review of service quality research and an analysis of the unique characteristics of online auctions. A pilot study refined the initial scale. A second survey data set tests the final scale. Results of both exploratory and confirmatory factor analysis show high construct validity of the scale. The scale includes 24 items for seven dimensions: efficiency, system availability, privacy/security, compensation, personalisation, playfulness, and reputation.     

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.     

Fairness quality: a conceptual model and multiple-item scale for assessing firms’ fairness – an exploratory study

Abstract

Scholars suggest that fairness is a precursor to ethical firm behaviour. Existing research suggests that (1) commonly used single-item fairness measures lack reliability and validity, and (2) single-item scales do not contribute to understanding fairness as a multidimensional concept. Using the means-end framework, we develop a measure of fairness quality (FQ) of service experience. We conceptualise, construct, refine and test the FQ scale over multiple stages of data collection. Using the soft-laddering interviewing technique, we initially explore FQ attributes. Subsequently, we design and conduct two surveys to test the FQ measure. The final scale contains 18 items in four dimensions: transparency, associations, moderations and process. The FQ scale demonstrates good psychometric properties, passing all reliability and validity tests. The scale extends existing research on fairness and provides a new conceptualisation of FQ. Marketers are encouraged to manage their FQ systematically to stimulate social and ethical behaviour. We present theoretical and managerial implications, with future research directions.     

Robotic service quality – Scale development and validation

Viewing robots as service agents that provide services to customers for value exchange, the study developed a scale to measure robotic service quality. The scale underwent several stages of development including item generation, domain specification, scale refinement, and validity testing, including internal and external cross validation. A range of methods were used in this process. Data were collected from Australia, China, and Vietnam to test external validity. Four dimensions were identified to represent robotic service quality. Development of this scale has implications for artificial intelligence and service research. The scale can be used by practitioners to enhance customer experience and generate positive attitudinal and behavioural responses from customers.     

The validation of the generic service quality dimensions: an alternative approach

This study focuses on generic service quality dimensions, which have empirical and conceptual support in the literature. The purpose of this research is to try to validate these dimensions using two measuring procedure that are different from the common ones used in this area. The Guttman scaling procedure and Q-sort test are the two new measuring procedure used in this validation process. The outcome of this study is that of the six dimensions tested, only four are found to be valid. Also, a three-dimensional scale is recommended to measure service quality.     

Electronic Services Co-Creation Experience: Telecommunications Sector in Tunisia as an Example

Despite the intensive use of the Internet in service delivery, little attention has been paid so far to assessing the impact of the quality of electronic services on the willingness of customers to participate in the co-creation experience online. In order to determine how the consumer reacts to the adoption of new information and communication technologies and, in particular, online telecommunication services, we empirically test the influence of electronic service quality dimensions on the co-creation experience online, integrating the attitude, satisfaction, and intention of the customer. The data were collected from a sample of 263 Tunisian telecommunications customers and analyzed using the structural equation modeling technique. The results show that, even if five dimensions of the quality of the online service positively influence the attitude towards the website, all of the dimensions of the quality of e-services positively influence the e-satisfaction. The results also confirm that customers' attitude towards the website and e-satisfaction positively affect the intention to use the website, which in turn affects the willingness of clients to participate in the experience co-creation online.     

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。     

Assessing the e-Service Quality of Sellers in an Industrial e-Marketplace

Existing studies of electronic service quality (e-SQ) mainly deal with online shopping mall operators in business-to-consumer (B2C) markets, whereas research into the e-SQ of sellers in industrial electronic marketplaces (e-marketplaces), characterized by multiple sellers and multiple customers, is lacking. Therefore, this study intends to determine if existing theories developed and tested in the B2C online shopping mall context are directly applicable to measure e-SQ of industrial e-marketplace sellers. By qualitatively analyzing customer feedback obtained in an e-marketplace, this study offers an in-depth exploration of e-SQ dimensions, discovers a tentative causal model of the e-SQ specific to industrial e-marketplace sellers, and compares the tentative model grounded in the qualitative data with existing research tested with quantitative data. This study shows that existing e-SQ scales may not apply, without revision, to measures of the e-SQ of industrial e-marketplace sellers.     

An independent assessment of the unidimensionality,reliability, validity and factor structure of the LibQUAL+™ scale

This empirical study provides a thorough measurement analysis of the LibQUAL+? scale for measuring library service quality. In particular, the study assesses the unidimensionality of the scale, the scale's psychometric properties and its factor structure. Data were gathered using a self-administered questionnaire distributed to a sample of university library users: 189 in Canada and 374 in Mexico. Using confirmatory factor analysis (CFA), the study confirms the assumption of unidimensionality in only two of the three current sub-dimensions of the scale. The results of this study also show that the LibQUAL+? scale consists of four dimensions. The remainder of the CFA results in the study provides strong support for the general reliability and validity of the four-dimensional structure.     

Does relationship quality matter in e-services? A comparison of online and offline retailing

The quality of the relationship between customers and service firms has been found to be a major driver of customer loyalty in traditional (i.e., offline) service contexts. The increasing use of electronic services, or e-services, raises questions concerning the extent to which the relationship quality-customer loyalty link holds in an e-service context. Based on an extended model of relationship quality and by applying the social information processing perspective, this research tests the relevance of relationship quality for online relationships and explores differences of the relationship quality-loyalty link between online and offline retailers. To test the model, a large-scale study is conducted on both online and offline relationships for two service contexts (media and travel retailing). Using multi-group structural equation modeling, the authors identify differences between the online and offline environment in both service contexts. Results show that (1) relationship quality is similarly important for retaining customers online and offline and (2) differences in the impact of relationship-quality dimensions strongly depends on the service context.     

e-SELFQUAL: A scale for measuring online self-service quality

The measurement of online self-service quality has become increasingly crucial as firms deliver an expanding array of services through their Web sites. Substantial research examines online services using salient scales primarily developed for personnel-orchestrated, face-to-face services; several recently developed scales that target online services focus on important information and/or system characteristics but do not consider e-retailers' fundamental roles holistically. The reported research synthesizes relevant previous research and proposes a conceptual framework to examine the quality of online self-services in e-retailing. The proposed framework then guides a scale development effort that includes a series of pilot and validation studies. The resulting scale, e-SELFQUAL, provides a means for examining the relationships between online service quality and customer satisfaction, as well as loyalty in e-retailing. This study has several important implications for research and business practice.     

Pioneering the Development of a Scale to Measure E-Tailer Image

ABSTRACT

Given the risks and returns associated with conducting business online, practitioners and academics alike are urged to gain an understanding of the strategic variables that can offer firms competitive advantages. A strategic variable of importance to traditional retailers is the image that is promoted to consumers. To date the concept of online retail or “e-tail” image has not been assessed in marketing literature. This study forwards the development of a multi-dimensional scale to measure e-tailer image. By way of extensive review of retail image literature, the authors develop a six-dimensional definition of e-tailer image consisting of the functional dimensions of price, merchandise, and service, and the affective dimensions of atmosphere, self/site image congruence, and convenience. Through interviews with online consumers and experts in the field, an item pool is generated to represent e-tailer image. The results of three empirical tests, the first consisting of a student sample and the second and third consisting of online shoppers, are reported. Utilizing exploratory/confirmatory factor analysis and correlation analysis, findings confirm the proposed dimensionality, reliability and validity of the e-tailer image scale. The most important contribution of the study revolves around the fact that it takes the first logical step in measuring a very illusive, yet crucial, strategic marketing variable.     

How do we measure the intangible? Overcoming the measurement challenge in services

Measuring service tangibility and intangibility aspects has been an interest to service researchers. While the Likert rating scale has been widely employed for measuring mental intangibility or its dimensions, it is not free from issues such as different anchoring, that is, the same words pointing to different attitudes and understanding for different individuals. The present study proposes the usefulness of a discrete choice experiment (DCE), where respondents are asked the same questions (i.e., items) and are presented with a scale while dichotomizing the possible responses for each scale item. We show that our proposed method is accurate and generalizable across contexts and samples through multiple studies. The DCE method gives managers a better way to measure intangibility or similar service constructs like service quality, which can help them manage their service offerings and make customers happier.     

Validation of a Fashion Brand Image Scale Capturing Cognitive,Sensory, and Affective Associations: Testing Its Role in an Extended Brand Equity Model

This research validated a new 16‐item brand image scale that captures cognitive, sensory, and affective dimensions (i.e., mystery, sensuality, intimacy) of tangible and intangible attributes of fashion brands. Three studies were conducted to develop a holistic, yet parsimonious, fashion brand image measure. The initial subthemes of brand image and representative items were based on a review of scholarly literature and industry‐based information and on interview findings. Reliability and validity of the new scale were confirmed using data from 218 college students and a national sample of 2,373 respondents. Convergent and discriminant validity were supported through confirmatory factor analysis. Nomological validity was supported through testing a structural model containing the three brand image dimensions, Roberts’ ( 2005 ) lovemarks experience, and brand equity variables. The new brand image scale is different from existing scales because it incorporates Roberts’ industry‐based perspective, including more comprehensive sensory and affective dimensions than found in past brand image scales. This study provides support for Roberts' lovemarks model and the contributors to brand equity, which has implications for theory and for marketing firms that endeavor to build an effective fashion brand image.     

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。     

The customer-based corporate reputation scale: Replication and short form

Corporate reputation attracts significant attention among marketing scholars. However, researchers often overlook customers' opinions specifically. Walsh and Beatty [Walsh, G., Beatty, S.E., Measuring Customer-based Corporate Reputation: Scale Development, Validation, and Application. J Acad Mark Sci 2007; 35(1): 127–143.] identify dimensions of customer-based corporate reputation (CBR); they develop scales to measure these dimensions. Researchers in the present study use the Walsh and Beatty CBR scale in the UK and Germany across contexts to study the cross-cultural validity of the measure of customer-based corporate reputation. This study assesses an abbreviated version of the CBR scale (with 15 items). The CBR Short scale has equally good dimensional properties as the original scale. The paper ends with implications for cross-cultural marketing research and management.     

Development of a scale to measure the quality of mobile location-based services

Mobile location-based service (m-LBS) presents attractive business opportunities for various companies. Recent improvements of technologies have resulted in a dramatic growth of m-LBSs. However, development of scales for evaluating the m-LBS quality has scarcely been addressed. This study aims to develop a new scale applicable to evaluating m-LBS quality. The scale was qualitatively designed at first, and the designed scale was assessed with a total number of 281 responded survey data. As a result, an m-LBS quality scale was developed, which consists of 9 quality dimensions and 29 measurement items. The distinctive characteristic of m-LBS is captured by a newly defined dimension called “localization” and its three measurement items (namely organization, update, and inclusiveness). The proposed scale was shown to be statistically reliable and valid. The results of this study would significantly contribute to providing a valid scale for use in measuring the m-LBS quality.     

Developing the Causal Model of Online Store Success

This article introduces an Online Store Success Model (OSM) that reflects the characteristics of information systems, marketing, and e-commerce, and then empirically test the model. The OSM has five dimensions: system quality, information quality, service quality, trust, and customer loyalty. The model posits the causal relationships between the dimensions. In order to empirically test the model, a research model is developed and empirically analyzed by structural equation modeling using data from 244 customers on 69 online store websites. The results show that system quality significantly influences service quality and trust; information quality significantly influences service quality and customer loyalty; service quality also significantly influences trust and customer loyalty; and trust has a significant influence on customer loyalty.     

Web aesthetics effects on perceived online service quality and satisfaction in an e-tail environment: The moderating role of purchase task

This study examines the effects of the two dimensions of web aesthetics, aesthetic formality and aesthetic appeal, on consumers' perceived online service quality and satisfaction during service encounter. The findings showed that, between task-oriented and task-free consumers, the patterns of the effects of the two dimensions of web aesthetics on perceived online service quality and satisfaction are dissimilar. However, regardless of the presence or absence of purchase tasks, aesthetic formality significantly influences perceived online service quality, and aesthetic appeal significantly influences satisfaction. In addition, the effect of aesthetic appeal on satisfaction is negative for task-oriented consumers. Managerial implications on how to manipulate web aesthetics to achieve superior online service quality and high consumer satisfaction are offered.