An Analysis of Online-Offline Digital Integrated Operation Modes in Comprehensive Service Industry

Abstract

Driven by the digital economy, the service industry is undergoing structural upgrading. Online-offline digital integration serves as a critical approach for the service sector to improve quality and efficiency. Nevertheless, most digital transformations undertaken by domestic service enterprises only realize superficial channel superposition, accompanied by problems such as fragmented data and mismatched processes, while quantitative empirical support for the mechanism of integrated operation remains insufficient. Drawing on the Service Value Co-Creation Theory and Dynamic Capabilities Theory, this paper constructs an integrated analytical framework. Taking panel and questionnaire data of 287 domestic comprehensive service enterprises from 2020 to 2025 as samples (Verhoef, P. C., Kannan, P. K., & Inman, J. J., 2015), empirical analyses are conducted via mediating effect, moderating effect and panel threshold regression models.

The research reveals that digital integration can significantly boost corporate operational performance; resource allocation efficiency, user stickiness and service innovation capacity exert partial mediating effects; digital capability and industrial format attributes display moderating effects; digital integration features double thresholds, with medium integration intensity generating the optimal enabling effect, and excessive investment resulting in diminishing marginal returns. Based on multiple case studies, three digital integration modes—channel superposition, process embedding and ecological symbiosis—are categorized, and hierarchical optimization schemes are proposed. This study supplements and enriches theories on digital transformation of the service industry, and provides empirical evidence and practical references for the sector’s high-quality digital upgrading.