Abstract
This study aims to construct a scale for measuring customer-perceived service quality in the context of omni-channel retailing. First, a multidimensional scale is empirically developed for assessing omni-channel retailing service quality. Then, a prediction model of customer satisfaction and loyalty is proposed based on a qualitative analysis of responses from a semi-structured interview. Finally, the prediction model is validated using a closed questionnaire survey with 280 customers to verify the nomological validity of the scale. An eight-dimension scale is developed, including store appearance, personal interaction, efficiency, aesthetic design, privacy/security, integration, personalisation and fulfilment/reliability. The results demonstrate that all dimensions have a significant positive impact on customer satisfaction and loyalty toward omni-channel retailers. Specifically, integration is found to be the most important factor. This study fills the gap in omni-channel retailing domain and provides useful guidance for omni-channel practitioners to improve service quality to satisfy and retain consumers, ultimately achieving sales growth.