How to measure quality in multi-channel retailing and not die trying
整合服务和电子服务质量模型，提出一个包含四个维度的多渠道零售质量统一模型，并通过432名西班牙服装消费者的问卷调查进行实证检验，发现商店设计、配送选项、可靠性与产品信息以及触觉体验促进等四个新维度，并探讨了它们与单渠道或多渠道行为的关系。
In multi-channel contexts, interactions between retailers and shoppers may occur in two or more channels along the shopping process. Besides making a revision of both service and e-service quality models, this study proposes a unified model for multi-channel contexts across four dimensions: in-store experience, reliability and fulfillment, security and privacy, and customer service. Moreover, it empirically tests this model using a questionnaire administered to a sample of Spanish shoppers (N = 432) of clothing and apparel. The results suggest an alternative factor configuration of four components: store design; delivery options; reliability, fulfillment and product information; and facilitation of touch and feel experiences. The research includes a practical application example of the resulting conceptualization of quality by exploring the relationship between its dimensions and single-channel or multi-channel behaviors. The results also show that store design has a positive relationship with single-channel behaviors and reliability, and that fulfillment-related aspects are associated with multi-channel behavior.