ABSTRACT

This study broadens the understanding of how online-to-offline (O2O) service synergy enhance customer satisfaction and further drive customer continuance intention. Drawing on the self-regulatory process, halo effect, and the O2O business model, this study is the first to investigate the interconnected relationship between online service quality and the perceived value of offline services in relation to online and offline satisfaction. The findings reveal that online service quality and the perceived value of offline services are crucial antecedents of customer satisfaction, resulting in increased customer continuance intention to use online services.

中文翻译：

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了解 O2O 服务协同效应如何推动客户持续意愿：OTA 和酒店研究

摘要

这项研究拓宽了对线上到线下 (O2O) 服务协同作用如何提高客户满意度并进一步推动客户持续意愿的理解。本研究利用自我调节过程、光环效应和 O2O 商业模式，首次调查了在线服务质量与线下服务感知价值与线上线下满意度之间的相互关联关系。研究结果表明，在线服务质量和线下服务的感知价值是客户满意度的重要前因，导致客户继续使用在线服务的意愿增加。