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。

Iufluence of Hybrid Service Quality on Double-line Service Loyalty: From the Perspective of Online-Offline Integration

Traditional service quality and e service quality have aroused wide attention, but in-depth exploration into the hybrid service quality based on human-human interactions and human-technology interactions is still inadequate. Based on the online-offline context in China, the influence model of hybrid service quality on double-line service loyalty is constructed. Empirical analysis shows that physical service quality, electronic service quality and integrated service quality have a positive impact on perceived value and online loyalty, while physical service quality and integrated service quality have a positive impact on relationship quality and offline loyalty. The perceived value and relationship quality have positive effects on online and offline loyalty. In addition, the perceived value and relationship quality play a mediating role between the three dimensions of mixed service quality and online and offline loyalty to a certain extent. Moreover, the inconsistent cross channel quality negatively regulates the impact of electronic service quality and integrated service quality on perceived value, and negatively regulates the impact of physical service quality and integrated service quality on relationship quality; the channel-use mode negatively regulates the influence of electronic service quality and integrated service quality on perceived value and relationship quality. From the view of online-offline integration, this study deeply explores the customer psychological mechanism and multi-channel heterogeneity characteristics of hybrid service quality influencing service loyalty, providing enlightenment on the service quality and customer loyalty management of hybrid service providers.