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Consumption values: scale development and validation

Consumption values: scale development and validation Purpose – The purpose of this paper is to build on the Consumer Perceived Value (CPV) phenomenon by theoretically defining and empirically developing a Services Perceived Value Scale (SPERVAL) in the context of services industry. Design/methodology/approach – The multidimensional SPERVAL scale relies upon exploratory research to identify “Value Indicators”. Given the constructs included in the proposed research model, it is quite clear that testing the model involves a study of consumers. Accordingly, this study is focused on consumers’ views and a blend of both quantitative and qualitative research methods were used. The study has used qualitative research as a starting point, using exploratory research methods of focus group discussions and interviews. The results generated from the research were quantitatively analyzed with descriptive research by using questionnaires as the instrument. Findings – KMO and Bartlett's Test justified the use of factor analysis on the data. The reliability of the SPERVAL Scale was 92.629 per cent (Cronbach alpha), part 1=0.9046, part 2=0.8405 (split half) and the correlation between forms was 0.7511. Research limitations/implications – Marketers can understand the psychology behind evaluation of consumption values in the context of services industry by way of CPV dimensions and drivers. Service providers can also use the research findings to build on their competitive advantage by developing core competencies in these areas. Limitations of scope with respect to sampling area and sample size existed. Originality/value – The paper presents a new Consumer Perceived Value Scale in the context of service consumption. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Advances in Management Research Emerald Publishing

Consumption values: scale development and validation

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0972-7981
DOI
10.1108/09727981111175993
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to build on the Consumer Perceived Value (CPV) phenomenon by theoretically defining and empirically developing a Services Perceived Value Scale (SPERVAL) in the context of services industry. Design/methodology/approach – The multidimensional SPERVAL scale relies upon exploratory research to identify “Value Indicators”. Given the constructs included in the proposed research model, it is quite clear that testing the model involves a study of consumers. Accordingly, this study is focused on consumers’ views and a blend of both quantitative and qualitative research methods were used. The study has used qualitative research as a starting point, using exploratory research methods of focus group discussions and interviews. The results generated from the research were quantitatively analyzed with descriptive research by using questionnaires as the instrument. Findings – KMO and Bartlett's Test justified the use of factor analysis on the data. The reliability of the SPERVAL Scale was 92.629 per cent (Cronbach alpha), part 1=0.9046, part 2=0.8405 (split half) and the correlation between forms was 0.7511. Research limitations/implications – Marketers can understand the psychology behind evaluation of consumption values in the context of services industry by way of CPV dimensions and drivers. Service providers can also use the research findings to build on their competitive advantage by developing core competencies in these areas. Limitations of scope with respect to sampling area and sample size existed. Originality/value – The paper presents a new Consumer Perceived Value Scale in the context of service consumption.

Journal

Journal of Advances in Management ResearchEmerald Publishing

Published: Nov 1, 2011

Keywords: Consumer behaviour; Perception; Values; Consumer perceived value; Perceived value scale; Consumer value; Consumer perceived value dimensions; Consumer perceived value drivers; Consumption value

References