Service quality factors affecting customer attitudes in online-to-offline commerce

Abstract

In an online-to-offline (O2O) environment, a company operates multiple channels: online, mobile, and offline. A company attracts customers and triggers payments online or via mobile, and then leads customers to an offline store to receive the products or services. The authors argue that in this mixed shopping environment, customer perceptions of service quality are different from those of existing commerce environments in isolation. O2O service quality consists of perceived tangible as well as intangible factors. Specifically, perceived tangible service quality reflects not only offline servicescape like ambient conditions, but also online tangible service factors such as mobile app design. Intangible service quality includes offline factors such as empathy as well as online factors like mobility. The current paper proposes an integrated O2O service quality model using key offline, online, and mobile service quality factors. This study also investigates how O2O service quality affects customer’s perceived risk and trust toward the retailer, how it affects customer satisfaction, and revisit intention. Additionally, this study explores the moderating effect of telepresence in the relationships between O2O service quality and customer perceptions.