IDEAS home Printed from https://ideas.repec.org/a/spr/svcbiz/v16y2022i4d10.1007_s11628-022-00506-8.html
   My bibliography  Save this article

The quality of physical–electronic hybrid services and its impact on customer loyalty

Author

Listed:
  • Pengyi Shen

    (Jiangxi University of Finance and Economics)

  • Zecong Ma

    (St. Mary’s University)

Abstract

The hybridization of in-person service and e-service has become increasingly prevalent in the marketplace during the past decade, but its consequences on consumer behavior are still underexplored in academic research. This paper examines the impacts of physical and electronic service quality on customers’ offline and online loyalty. Results from an experimental study suggest that service quality affects customer loyalty within and across channels. In addition, we find cross-channel quality inconsistency of the provider and consumers’ channel use pattern moderate the impact of physical and electronic service quality in different ways. The findings provide implications on customer relationship management for increasingly digitalized service providers.

Suggested Citation

  • Pengyi Shen & Zecong Ma, 2022. "The quality of physical–electronic hybrid services and its impact on customer loyalty," Service Business, Springer;Pan-Pacific Business Association, vol. 16(4), pages 1065-1080, December.
  • Handle: RePEc:spr:svcbiz:v:16:y:2022:i:4:d:10.1007_s11628-022-00506-8
    DOI: 10.1007/s11628-022-00506-8
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11628-022-00506-8
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.

    File URL: https://libkey.io/10.1007/s11628-022-00506-8?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Herhausen, Dennis & Binder, Jochen & Schoegel, Marcus & Herrmann, Andreas, 2015. "Integrating Bricks with Clicks: Retailer-Level and Channel-Level Outcomes of Online–Offline Channel Integration," Journal of Retailing, Elsevier, vol. 91(2), pages 309-325.
    2. Lily (Xuehui) Gao & Iguacel Melero & F. Javier Sese, 2020. "Multichannel integration along the customer journey: a systematic review and research agenda," The Service Industries Journal, Taylor & Francis Journals, vol. 40(15-16), pages 1087-1118, December.
    3. Ryu, Do-Hyeon & Lim, Chiehyeon & Kim, Kwang-Jae, 2020. "Development of a service blueprint for the online-to-offline integration in service," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    4. Lanlan Cao & Li Li, 2015. "The Impact of Cross-Channel Integration on Retailers’ Sales Growth," Post-Print hal-02009466, HAL.
    5. Anne Marianne Seck & Jean Philippe, 2013. "Service encounter in multi-channel distribution context: virtual and face-to-face interactions and consumer satisfaction," Post-Print hal-01839568, HAL.
    6. Sang M. Lee & DonHee Lee, 2020. "“Untact”: a new customer service strategy in the digital age," Service Business, Springer;Pan-Pacific Business Association, vol. 14(1), pages 1-22, March.
    7. Eunhye Kim & Christian Fernando Libaque-Saenz & Myeong-Cheol Park, 2019. "Understanding shopping routes of offline purchasers: selection of search-channels (online vs. offline) and search-platforms (mobile vs. PC) based on product types," Service Business, Springer;Pan-Pacific Business Association, vol. 13(2), pages 305-338, June.
    8. Neslin, Scott A. & Shankar, Venkatesh, 2009. "Key Issues in Multichannel Customer Management: Current Knowledge and Future Directions," Journal of Interactive Marketing, Elsevier, vol. 23(1), pages 70-81.
    9. Tuck Siong Chung & Michel Wedel & Roland T. Rust, 2016. "Adaptive personalization using social networks," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 66-87, January.
    10. Kwon, Wi-Suk & Lennon, Sharron J., 2009. "Reciprocal Effects Between Multichannel Retailers’ Offline and Online Brand Images," Journal of Retailing, Elsevier, vol. 85(3), pages 376-390.
    11. Anne Marianne Seck & Jean Philippe, 2013. "Service encounter in multi-channel distribution context: virtual and face-to-face interactions and consumer satisfaction," The Service Industries Journal, Taylor & Francis Journals, vol. 33(6), pages 565-579, May.
    12. Cao, Lanlan & Li, Li, 2015. "The Impact of Cross-Channel Integration on Retailers’ Sales Growth," Journal of Retailing, Elsevier, vol. 91(2), pages 198-216.
    13. Yim, Mark Yi-Cheon & Chu, Shu-Chuan & Sauer, Paul L., 2017. "Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective," Journal of Interactive Marketing, Elsevier, vol. 39(C), pages 89-103.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Pei-Ju Wu, 2023. "O2O switching determinants and successful drivers in omnichannel retailing services," Service Business, Springer;Pan-Pacific Business Association, vol. 17(3), pages 771-788, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Hossain, Tasnim M Taufique & Akter, Shahriar & Kattiyapornpong, Uraiporn & Dwivedi, Yogesh K., 2019. "Multichannel integration quality: A systematic review and agenda for future research," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 154-163.
    2. Cheah, Jun-Hwa & Lim, Xin-Jean & Ting, Hiram & Liu, Yide & Quach, Sara, 2022. "Are privacy concerns still relevant? Revisiting consumer behaviour in omnichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    3. Flavián, Carlos & Gurrea, Raquel & Orús, Carlos, 2020. "Combining channels to make smart purchases: The role of webrooming and showrooming," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    4. Vaishnav, Bharat & Ray, Sourav, 2023. "A thematic exploration of the evolution of research in multichannel marketing," Journal of Business Research, Elsevier, vol. 157(C).
    5. Lim, Xin-Jean & Cheah, Jun-Hwa & Dwivedi, Yogesh K. & Richard, James E., 2022. "Does retail type matter? Consumer responses to channel integration in omni-channel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    6. Cai, Ya-Jun & Lo, Chris K.Y., 2020. "Omni-channel management in the new retailing era: A systematic review and future research agenda," International Journal of Production Economics, Elsevier, vol. 229(C).
    7. Hajdas, Monika & Radomska, Joanna & Silva, Susana C., 2022. "The omni-channel approach: A utopia for companies?," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    8. Tagashira, Takumi & Minami, Chieko, 2019. "The Effect of Cross-Channel Integration on Cost Efficiency," Journal of Interactive Marketing, Elsevier, vol. 47(C), pages 68-83.
    9. Sodero, Annibal C. & Namin, Aidin & Gauri, Dinesh K. & Bhaskaran, Sreekumar R., 2021. "The strategic drivers of drop-shipping and retail store sales for seasonal products," Journal of Retailing, Elsevier, vol. 97(4), pages 561-581.
    10. Intissar AYACHI & Rym ELAMRI TRABELSI, 2023. "Cross-Channel Integration and Consumer Loyalty: Mediating Effect of Consumer Empowerment and Satisfaction," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(12), pages 1330-1344, December.
    11. Hu, Xiaojian & Qiu, Ju & Zhao, Ju & Li, Yang, 2023. "Can in-store recommendations for online-substitutive products integrate online and offline channels?," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    12. Nuo Chen & Chong Ye & Jiaonan Wang, 2022. "Research on the Sustainability of Channel Strategy Selection on the Overall Efficiency of Listed Retail Enterprises: Evidence from China," Sustainability, MDPI, vol. 14(16), pages 1-25, August.
    13. Zhuang, Hejun & Popkowski Leszczyc, Peter T.L. & Lin, Yuanfang, 2018. "Why is Price Dispersion Higher Online than Offline? The Impact of Retailer Type and Shopping Risk on Price Dispersion," Journal of Retailing, Elsevier, vol. 94(2), pages 136-153.
    14. Broekhuizen, T.L.J. & Emrich, O. & Gijsenberg, M.J. & Broekhuis, M. & Donkers, B. & Sloot, L.M., 2021. "Digital platform openness: Drivers, dimensions and outcomes," Journal of Business Research, Elsevier, vol. 122(C), pages 902-914.
    15. Xie, Chaohong & Chiang, Chung-Yean & Xu, Xianhao & Gong, Yeming, 2023. "The impact of buy-online-and-return-in-store channel integration on online and offline behavioral intentions: The role of offline store," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    16. Pei-Ju Wu, 2023. "O2O switching determinants and successful drivers in omnichannel retailing services," Service Business, Springer;Pan-Pacific Business Association, vol. 17(3), pages 771-788, September.
    17. Shakir Goraya, M. Awais & Zhu, Jing & Akram, Muhammad Shakaib & Shareef, Mahmud Akhter & Malik, Aneela & Bhatti, Zeeshan Ahmed, 2022. "The impact of channel integration on consumers’ channel preferences: Do showrooming and webrooming behaviors matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    18. Swoboda, Bernhard & Winters, Amelie, 2021. "Reciprocity within major retail purchase channels and their effects on overall, offline and online loyalty," Journal of Business Research, Elsevier, vol. 125(C), pages 279-294.
    19. Neslin, Scott A., 2022. "The omnichannel continuum: Integrating online and offline channels along the customer journey," Journal of Retailing, Elsevier, vol. 98(1), pages 111-132.
    20. Gasparin, Isadora & Panina, Ekaterina & Becker, Larissa & Yrjölä, Mika & Jaakkola, Elina & Pizzutti, Cristiane, 2022. "Challenging the "integration imperative": A customer perspective on omnichannel journeys," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:svcbiz:v:16:y:2022:i:4:d:10.1007_s11628-022-00506-8. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.