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Purpose This paper aims to identify the dimensions of service quality in the case of hybrid services. Design/methodology/approach The service quality dimensions are identified using an exploratory factor analysis (EFA). Next the reliability and validity of the factors are established through confirmatory factor analysis (CFA) using AMOS. Findings The paper identifies nine service quality dimensions in the hybrid services – customer service, staff competence, reputation, price, tangibles, ease of subscription, technology security and information quality, technology convenience, and technology usage easiness and reliability. Practical implications The various dimensions of service quality should be viewed as the levers of improving perceived service quality in the minds of its current customers. Identifying the service quality dimensions in hybrid contexts can offer service providers valuable insights regarding on which aspects of the service to focus in order to improve customer satisfaction, loyalty, and commitment to the firm. Originality/value This paper introduces the concept of hybrid services, wherein a mix of technology and human interaction is used to produce and deliver services. Furthermore, since hybrid services have received little attention in the literature, the study addresses this gap by identifying a set of dimensions that are relevant for measuring service quality in hybrid contexts.
Ganguli et al. (Tue,) studied this question.