Abstract The progress of information technology has greatly changed the forms of service production, delivery and consumption, and promoted the development of hybrid service of human-human interaction and human-technology interaction. Traditional service quality and electronic service quality in the single-channel context have become popular, but hybrid service quality in the multichannel integration context still lacks in-depth exploration. Hybrid service quality has gradually become a new research subject in the field of service marketing and management in recent years. According to the connotation, composition, measuring, influencing factors of hybrid service quality and its impact on the customer behavior, this paper systematically reviews the research progress in this field at home and abroad and the future research direction is discussed, in order to promote further exploration into the hybrid service quality among the domestic academic circles.
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