Conceptualisation of service quality for hybrid services: a hierarchical approach

Abstract

The purpose of the paper is to identify the dimensions of hybrid service quality (HSQ) and to test a hierarchical model of HSQ. The hybrid service-quality dimensions (i.e. service provision, employee competence, image, price, tangibles, ease of subscription, information security and quality, technology usage convenience, technology reliability) were identified using exploratory factor analysis. The reliability and validity of the factors were tested using first-order confirmatory factor analysis. Next, second-order confirmatory factor analysis was used to identify three second-order factors (i.e. interaction quality, technology quality and auxiliary quality). Finally, third-order confirmatory factor analysis was used to test the third-order hierarchical model. This study contributes to the literature by identifying the dimensions of a new category of services which we call ‘hybrid services’ and testing a hierarchical model of HSQ. These dimensions will aid service managers to focus on the various aspects of hybrid services in order to influence customers' behavioural outcomes positively.