Dimensions of Service Quality in Hybrid Services: A Consumer Value Chain Framework

Shirshendu Ganguli, ICFAI University, India

Nada Nasr Bechwati, Bentley University

Abdolreza Eshghi, Bentley University

Service Continuum

Conventional: High in human to human interactions

Technology-enabled: High in human to technology interactions

Hyb

rid

Measures of Service Quality

Conventional SERVQUAL (reliability, tangibility, responsiveness,

assurance and empathy) (Parasuraman et al. 1988) Modifications to fit different industries

Technology-enabled E-service quality Set of new dimensions (system reliability, security, ease

of use, etc.) Focus on aspects of technology (e.g., call centers,

websites, etc.)

Purpose of Research

Identify dimensions of service quality in hybrid contexts.

Why Is This Interesting?1. The interaction between “human” and “technology”

factors.2. The differential impact of these dimensions on consumer

experiences (satisfaction, loyalty, WOM, etc.).

Conceptual Framework:Consumer Value Chain

Initial Contact; Subscribing to the Service

Stage A Stage B Stage C

Service Usage or Consumption

Service Problems & Recovery

Dimensions of Service Quality

Stage A

Contact/Subscription

• Ease of Subscription

• Tangibles

• Corporate Reputation

• Pricing

Stage B

Consumption

• Conventional:

• Core Service

• Competence…

• Technology-related:

• Ease of use

• Speed

• Error-free…

Stage C

Recovery

• Interaction

• Compensation

Pilot Study

Cross-sectional survey n = 294 (mostly students) Context: Banking

Measures of:1. Consumer experiences2. Dimensions of service quality3. Demographics

Findings (1)Dimensions of Service Quality

Exploratory Factor Analysis Factors: Initially 18, reduced to 10.

Technology: (1) Information security; (2) Convenience and Ease; (3) Reliability.

Human: (1) Customer service; (2) Staff

competence; (3) Reputation; (4) Price; (5) Tangibles; (6) Ease of subscription; (7) Convenience.

Findings (2)Impact on Customer Experiences

Regression Analyses Dependent Variables: Customer experiences

specifically satisfaction, loyalty, WOM and tendency to switch.

Independent Variables: Human factors, Technology factors, and 2-way interactions.

Main effects of “Human” factors Few interaction effects: Human factors play a

greater role when technology performance is low!

Implications?

Contribution: Introduction of hybrid services Using the Consumer Value Chain Framework

Implications of Findings: Importance of specific dimensions (e.g.,

convenience) Greater role of human factors moderated by

technology factors (when technology is poor, customers become more critical)

Future Research Field studies to:

Empirically test the dimensions and their impact on customer experiences

Empirically examine applications across industries

Use of the idea of Customer Value Chain and dimensions found to identify service quality dimensions in hybrid contexts from a managerial perspective.