关键词: 混合服务质量, 服务环境, 服务交互, 渠道整合能力

Abstract: Though the practice of the omni-channel marketing has speeded up the development of the mixed service, the study of the sources and the formation of the mixed service quality is still not systematic and in-depth. Taking the online-offline integrated enterprises with mixed services as the objectives, this paper systematically constructs a formation mechanism model to analyze the factors affecting the mixed service quality. The findings of the empirical study show that the online design factor, the atmosphere factor and the social factor all have positive impact on human-computer interaction, and the online social factor positively impacts interpersonal interaction. Meanwhile, the offline design factor, the atmosphere factor and the social factor positively impact the interpersonal interaction, and the offline design factor positively impacts human-computer interaction. In addition, the human-computer interaction positively impacts interpersonal interaction, and both interpersonal interaction and human-computer interaction positively impact the mixed service quality, but the interpersonal interaction has a larger degree of impact. Except for the offline design factor, other offline and online service environment factors has no significant direct impact on the mixed service quality. In addition, the ability of channel integration has a positive moderating effect between the online-offline service environment and the service interaction, and the interaction fluency has a positive moderating effect between the service interaction and the mixed service quality.

Key words: mixed service quality, service environment, service interaction, channel integration ability