Process quality matters: investigating the inherent characteristics of quality and performance in digital, physical and omnichannel services

Purpose In the literature, quality and performance have primarily been analyzed at a micro level, particularly within individual service channels. This study aims to explore the meta-level differences between service channels in terms of quality relevance and performance in service organizations. Design/methodology/approach Quality relevance was measured using meta-level quality factors from the TIHPS framework and assessed by their impact on the performance of service organizations while exploring differences between digital, physical and omnichannel services through a partial least squares structural equation model. Findings This exploratory study reveals the high relevance of process quality on performance in physical, digital and omnichannel services. Notably, the transition from physical or digital services to an omnichannel service amplifies the importance of process quality. This finding aligns with the theoretical understanding of the relevance of process quality in service organizations. Furthermore, the study shows that quality relevance and performance vary significantly depending on the service channel. Practical implications Service providers should prioritize lean and efficient processes in omnichannel services. The outcome of an omnichannel service is significantly influenced by the quality of employees’ work, emphasizing the essential nature of employee training in omnichannel services. Digital services should focus on the quality of technologies, and information quality should be given particularly high priority in physical services. Originality/value The meta-level differences between service channels in terms of inherent quality and performance characteristics have not yet been explored in the literature. This paper addresses this research gap.