PurposeThe purpose of this study is to construct and validate a generalizable scale to measure service induced perceived stress for customers of personal services with a high level of intangibles having both online and offline components.Design/methodology/approachFive studies were conducted to this end. The first was qualitative and the rest were quantitative (survey) with a total sample size of 1,300. The last study was conducted in a different country than the first four.FindingsThe studies resulted in a five-dimensional SERVSTRESS scale to measure service induced stress for customers with the following dimensions, namely, psychological stress; information stress; complexity stress; personnel stress and outcome stress. The scale was tested in a nomological network.Research limitations/implicationsThe present study addresses a hitherto unaddressed gap in marketing literature with the construction and validation of a scale to measure service stress of a customer (named SERVSTRESS) using data from five studies spanning two countries.Practical implicationsThe SERVSTRESS scale is relevant for the practitioners as it adds more value beyond the traditional service quality measures and allows the marketer to understand the nature of the stressors (with a specific focus on which is going right and which is going wrong) in the service delivery and allow him/her to take remedial actions.Originality/valueThe originality of the study is in the creation of a new scale to measure personal service stress and uncovering its underlying dimensions.
European Journal of Marketing – Emerald Publishing
Published: Sep 24, 2020
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