The progress of information technology has promoted the integrated development of online and offline channels. Traditional service industry is actively using online and offline channels to change the way of service production, delivery and consumption. Hybrid service quality management based on the online and offline integration has become increasingly important. From the perspective of multi-channel transaction process, considering the customer contact experience through hybrid service delivery system with service enterprises,this paper provides a more comprehensive definition and measurement of the online and offlinehybrid service quality. With interviews,content analysis, preliminary investigation and large sample survey analysis, the measurement scale of the online and offlinehybrid service qualityis systematically developed in China. Through factor analysis, reliability test, validity test and comparative analysis of competition model, it is proved that the scale has good psychological testing quality. Studies have shown that the hybrid service quality includes 3 main dimensions(physical service quality, electronic service quality and integration service quality), 15 secondary dimensions and the corresponding 61 measuring items. The integration service quality has more impact on the overall multi-channel retail service quality than physical service quality and electronic service quality, and the evaluation score of physical service quality dimension is higher than that of electronic service quality and integration service quality. Moreover, the enterprise type,consumer characteristics and service industry type have different impacts on the perception of hybrid service quality.Research conclusions not only provide scientific basis and tools for measuring and understanding hybrid service quality,but also have important practical implications for service quality management of hybrid service enterprises.