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。

Research Review and Future Prospect of Hybrid Service Quality

The progress of information technology has greatly changed the forms of service production, delivery and consumption, and promoted the development of hybrid service of human-human interaction and human-technology interaction. Traditional service quality and electronic service quality in the single-channel context have become popular, but hybrid service quality in the multichannel integration context still lacks in-depth exploration. Hybrid service quality has gradually become a new research subject in the field of service marketing and management in recent years. According to the connotation, composition, measuring, influencing factors of hybrid service quality and its impact on the customer behavior, this paper systematically reviews the research progress in this field at home and abroad and the future research direction is discussed, in order to promote further exploration into the hybrid service quality among the domestic academic circles.