Dimensions of Service Quality in Hybrid Services: A Consumer Value Chain Framework Shirshendu Ganguli, ICFAI University, India Nada Nasr Bechwati, Bentley.

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Presentation transcript:

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 Hybrid

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 AStage BStage 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 experiences 2. Dimensions of service quality 3. 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.