haku: @journal_id 1332 / yhteensä: 176
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| Tekijä: | Finn, A. Kayande, U. |
| Otsikko: | Scale modification: alternative approaches and their consequences |
| Lehti: | Journal of Retailing
2004 : VOL. 80:1, p. 37-52 |
| Asiasana: | Marketing Consumer behaviour Service Quality Models |
| Kieli: | eng |
| Tiivistelmä: | Marketing scales such as SERVQUAL are often adapted for use in a particular applied/theory-testing context and/or refined using some statistical method, assuming the resultant scale (hereafter as: sc.) will have improved psychometric properties. However, little attention has been paid to the consequences of how sc. modifications (here as: mod. / mods.) are made, the criteria that are used to assess how well a modified sc. performs, and whether sc. mod. is in fact worthwhile. To investigate these issues, this paper reviews approaches to sc. mod., selects an influential marketing sc. and uses context, and then examines the effects of the different sc. mod. approaches on which items are included in the refined scale. Then, the psychometric performance of the resulting sc. is cross-validated using criteria that reflect the multiple purposes to which a sc. can be applied. The results show approaches that lead to a more reliable sc. for one purpose (e.g. segmentation) can be far less adequate for another purpose (e.g. benchmarking). |
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