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

Author

Listed:
  • Yunji Moon

    (Catholic University of Pusan)

  • Deborah J. Armstrong

    (Florida State University)

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.

Suggested Citation

  • Yunji Moon & Deborah J. Armstrong, 2020. "Service quality factors affecting customer attitudes in online-to-offline commerce," Information Systems and e-Business Management, Springer, vol. 18(1), pages 1-34, March.
    • Handle: RePEc:spr:infsem:v:18:y:2020:i:1:d:10.1007_s10257-019-00459-y
    DOI: 10.1007/s10257-019-00459-y
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    Cited by:

    1. Ting-Chung Huang & Chien-Ta Ho, 2023. "Are Customers Always Right? The Importance of Sincerity and Keenness in Creating Retail Sustainable Development," Sustainability, MDPI, vol. 15(6), pages 1-14, March.
    2. Bo-Chiuan Su & Li-Wei Wu & Ying-Chi Yen, 2021. "Antecedents and Consequences of Trust and Loyalty in Physical Banks Affecting Mobile Payments," Sustainability, MDPI, vol. 13(22), pages 1-27, November.
    3. Pinyi Yao & Syuhaily Osman & Mohamad Fazli Sabri & Norzalina Zainudin, 2022. "Consumer Behavior in Online-to-Offline (O2O) Commerce: A Thematic Review," Sustainability, MDPI, vol. 14(13), pages 1-24, June.
    4. Ryu, Min Ho & Kim, Eunhye & Lee, Sang Yup, 2022. "How offline retailers adopt O2O: Neighboring star shops and their proximity effect," Telecommunications Policy, Elsevier, vol. 46(3).
    5. Sangho Lee & Cheolho Yoon, 2022. "Factors of the Adoption of O2O Service Platforms: Evidence from Small Businesses in Korea," Sustainability, MDPI, vol. 14(23), pages 1-18, November.
    6. Kim, Yaeri & Seok, Junhee & Roh, Taewoo, 2023. "The linkage between quality of information systems and the impact of trust-based privacy on behavioral outcomes in unmanned convenience store: Moderating effect of gender and experience," Technological Forecasting and Social Change, Elsevier, vol. 196(C).
    7. Elizabeth Emperatriz García-Salirrosas & Rafael Fernando Rondon-Eusebio & Dany Yudet Millones-Liza & Jesús Fernando Bejarano-Auqui, 2023. "e-RetailTest: Scale to Assess the Attitude of Consumers towards E-Commerce in the Retail Sector," Sustainability, MDPI, vol. 15(6), pages 1-18, March.
    8. Pinyi Yao & Mohamad Fazli Sabri & Syuhaily Osman & Norzalina Zainudin & Yezheng Li, 2023. "Consumers’ Continued Intention to Use Online-to-Offline (O2O) Services in Omnichannel Retail: Differences between To-Shop and To-Home Models," Sustainability, MDPI, vol. 15(2), pages 1-23, January.

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