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Service Continuum

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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Service Continuum

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

  2. Service Continuum Conventional: High in human to human interactions Technology-enabled: High in human to technology interactions Hybrid

  3. 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.)

  4. 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.).

  5. Conceptual Framework:Consumer Value Chain Stage A Stage B Stage C Initial Contact; Subscribing to the Service Service Usage or Consumption Service Problems & Recovery

  6. 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

  7. Pilot Study • Cross-sectional survey • n = 294 (mostly students) • Context:Banking • Measures of: • Consumer experiences • Dimensions of service quality • Demographics

  8. 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.

  9. 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!

  10. 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)

  11. 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.

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