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

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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.

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Notes

  1. The authors would like to thank our anonymous reviewer for this insightful future research suggestion.

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Funding

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2017S1A5A2A01027493)

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Authors and Affiliations

  1. Department of Management Information Systems, Catholic University of Pusan, Rsario 614, Oryundae-ro #57, Geumjeong-gu, Busan, 609-757, South Korea

    Yunji Moon

  2. Department of Business Analytics, Information Systems and Supply Chain, Florida State University, Tallahassee, FL, 32306, USA

    Deborah J. Armstrong

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Appendix: Questionnaire

Appendix: Questionnaire

[1] Perceived tangible SERVQUAL: ξ 1

 • [Offline store] ambient conditions (Kim and Moon 2009)

  1. The overall lighting level in this store is appropriate

  2. The temperature in this store is comfortable

  3. The aroma in this store is pleasant

 • [Offline store] facility aesthetics (Kim and Moon 2009)

  1. This place is decorated in an attractive fashion

  2. The use of color in the décor scheme adds excitement to this environment

  3. The interior décor of this store is attractive

  4. This is an attractive place

 • [Offline store] spatial layout (Kim and Moon 2009)

  1. In this store, the aisles between the tables are wide enough to pass through easily

  2. It is easy to walk around this store environment and find what you are looking for

  3. Furniture does not make this store environment difficult to navigate

 • [Offline store] signs (Kim and Moon 2009)

  1. The signs in this store environment provide adequate direction

  2. This store’s sign made it easy to visualize the items/services that this store sells

  3. This store’s web site made items/services that this store buys easy to picture

  4. I have a very clear picture of items/services that this store buys shown in the ad

 • [Mobile/online] app design aesthetics (Lin 2007)

  1. This app design is attractive to me

  2. This app is visually appealing

  3. This app has a well-organized appearance

 • [Mobile/online] ease of use (Harris and Goode 2010)

  1. This app provides easy-to-follow search paths

  2. This app presents information fast

  3. In general, this is an easy web site to use

  4. This web site is user-friendly

[2] Perceived intangible SERVQUAL: ξ 2

 • [Offline store] reliability (Finn and Lamb 1991)

  1. This place is truthful about its offerings

  2. I believe what this place says about its products and services

  3. This place instills confidence in customers

  4. This place provides the products and services I expected

 • [Offline store] empathy (Finn and Lamb 1991)

  1. Employees are expected to give customers personal attention

  2. It is realistic to expect employees to know what the needs of their customers are

  3. It is realistic to expect employees to have customers’ best interests at heart

 • [Offline store] responsiveness (Finn and Lamb 1991)

  1. The store is expected to tell customers exactly when services will be performed

  2. The store is realistic for customers to expect prompt service

  3. Employees are always willing to help customers

 • [Mobile/online] customization (Harris and Goode 2010)

  1. This app/web site is tailored toward me

  2. If I wanted to, I could customize this app/Web site to what I like (e.g. changing colors, layout, fonts etc.)

  3. The services of this app/Web site are often personalized to me

  4. That this app/Web site treats me as an individual

  5. This app/web site makes purchase recommendations that match my needs

 • [Mobile/online] system availability (Parasuraman et al. 2005)

  1. Operational problems such as page loading error, speed decline or crashing rarely occurs in this web site/app

  2. Restricted usage of this web site/app by system check-up is relatively low in comparison to other web sites/apps

  3. The pages for this web site/app load fast

  4. This web site/app is quickly accessible

 • [Mobile/online] security (Lin 2007)

  1. I feel the information regarding the security of payments is clearly stated

  2. Overall, I feel secure at this web site/app

  3. I found trust seal signs present on this web site/app

 • [Mobile/online] mobility (Tan and Chou 2008)

  1. This app provides strong roaming capabilities to support mobility

  2. This app provides interoperability to allow any mobile phone

  3. The service of this app is available anytime and anywhere

[3] Perceived risk (Kim et al. 2008): η 1

 1. Purchasing via O2O shopping would involve more product risk (i.e. not working, defective product) compared with more traditional or previous online ways of shopping

 2. Purchasing via O2O shopping would involve more financial risk (i.e. fraud, hard to return) compared with more traditional or previous online ways of shopping

 3. Purchasing via O2O shopping would involve more information risk (i.e., privacy concerns) compared with more traditional or previous online ways of shopping

[4] Perceived trust (Hwang and Kim 2007): η 2

 1. I expect that this O2O shopping store has good intentions toward me

 2. I expect that this O2O shopping store’s intentions are benevolent

 3. Promises made by this O2O shopping store are likely to be reliable

 4. I do not doubt the honesty of this O2O shopping

[5] Consumer satisfaction (Ribbink et al. 2004): η 3

 1. I am generally pleased with this O2O shopping service

 2. I am satisfied with this O2O store’s services

 3. I am happy with this O2O store’s service

[6] Intention to revisit (Ribbink et al. 2004): η 4

 1. I would like to revisit this O2O shopping store in the near future

 2. I have a strong intention to bring my family and friends to this O2O shopping store again

 3. This O2O shopping store would be my first choice over other stores

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Moon, Y., Armstrong, D.J. Service quality factors affecting customer attitudes in online-to-offline commerce. Inf Syst E-Bus Manage 18, 1–34 (2020). https://doi.org/10.1007/s10257-019-00459-y

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