Dimensions of Service Quality in Hybrid Services:
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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.

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Dimensions of Service Quality in Hybrid Services: A Consumer Value Chain FrameworkShirshendu Ganguli, ICFAI University, IndiaNada Nasr Bechwati, Bentley UniversityAbdolreza Eshghi, Bentley University

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Service Continuum

Conventional: High in human to human interactions

Technology-enabled: High in human to technology interactions


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Measures of Service Quality


  • SERVQUAL (reliability, tangibility, responsiveness, assurance and empathy) (Parasuraman et al. 1988)

  • Modifications to fit different industries


  • 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.)

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Purpose of Research

Identify dimensions of service quality in hybrid contexts.

Why Is This Interesting?

  • The interaction between “human” and “technology” factors.

  • The differential impact of these dimensions on consumer experiences (satisfaction, loyalty, WOM, etc.).

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Conceptual Framework:Consumer Value Chain

Stage A

Stage B

Stage C

Initial Contact; Subscribing to the Service

Service Usage or Consumption

Service Problems & Recovery

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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

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Pilot Study

  • Cross-sectional survey

  • n = 294 (mostly students)

  • Context:Banking

  • Measures of:

  • Consumer experiences

  • Dimensions of service quality

  • Demographics

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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.

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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!

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  • 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)

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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.