Research On Service Quality Measurement Of Omni-channel Retailing Companies In The Context Of Mobile Internet

Mobile Internet era is coming due to the prevalence of mobile technology and intelligent application terminals,which changes customers' consumption concept,habits and purchasing behavior greatly.The advancement of information technology and the increasing diversification of consumers' demands make Omni-channel retailing with integrated channels become the important global retailing pattern.Nowadays,retail business has entered the era of Omni-channel.Whether retailers can gain a competitive advantage and a healthy development in the market depends largely on their service quality.However,finding out the weakness of their service by measuring service quality is the first step to implement service quality management.Service quality research in single channel retailing has been widely investigated.Relevant research in the context of the emerging Omni-channel retailing landscape mainly focus on the opportunities,challenges and suggested market strategies for the retailers from the operations management perspective theoretically,but few research focus on the service quality.A seven-dimension scale for assessing Omni-channel retailing service quality with 35 items is developed,improved and empirically validated in this research considering consumer experience in the interactive process that takes place all channels in the context of the Omni-channel retailing and new traits of Omni-channel business and combining qualitative study and empirical study.The seven dimensions are store setting,personal interaction,efficiency,aesthetic design,security,integration and fulfillment.This research also verifies the nomological validity of the scale by assessing its ability to predict customer satisfaction and loyalty.The results demonstrate that all dimensions of this scale have significant positive impact on customers' satisfaction and loyalty toward the Omni-channel retailers.Specially,integration is found to be the most important factor.This research contributes to extend service quality research and fill the important research gap in Omni-channel retailing domain and provide benefic guidance for Omni-channel practitioners to improve their service quality.