Service Quality In Hybrid Services: A Consumer Value Chain Framework | Nada Nasr, Abdolreza Eshghi & Shirshendu Ganguli

This paper presents a consumer value chain framework to better understand the stages consumers go through in acquisition and consumption of hybrid services. Our framework consists of three stages: (1) initial contact and purchase, (2) service usage and consumption, and (3) service recovery. We build on the consumer value chain framework and previous research findings to propose 18 dimensions to measure service quality in hybrid contexts. Given the nature of hybrid services, the proposed dimensions reflect a mix of human-related variables such as staff competence and relational quality and technology-related variables such as call centre quality and technology?s ease of use. We conclude by offering conceptual and managerial insights as well as suggestions for future research.