Service quality dimensions of hybrid services

Shirshendu Ganguli (Marketing Department, IBS Hyderabad, IFHE University, Hyderabad, India)
Sanjit Kumar Roy (Marketing Department, IBS Hyderabad, IFHE University, Hyderabad, India)

Managing Service Quality: An International Journal

ISSN: 0960-4529

Publication date: 7 September 2010



This paper aims to identify the dimensions of service quality in the case of hybrid services.


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.


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.


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, S. and Roy, S. (2010), "Service quality dimensions of hybrid services", Managing Service Quality: An International Journal, Vol. 20 No. 5, pp. 404-424.

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