SERVCON: development and validation of a multidimensional service convenience scale
- 2.1k Downloads
As customers have demanded greater convenience in service exchanges, researchers have responded by incorporating the convenience construct into their conceptual models and empirical studies, but a comprehensive, formally validated measure of convenience remains lacking. This study conceptualizes service convenience as a second-order, five-dimensional construct that reflects consumers’ perceived time and effort in purchasing or using a service. Service convenience dimensions are salient at different stages of the purchase decision process. Given this conceptualization, the study presents the development and validation of the SERVCON scale, a comprehensive instrument for measuring service convenience. The five dimensions are independent within a nomological network that illustrates distinct antecedent and consequent effects, and the results reinforce the multidimensional representation, offering insight into the distinctive relationships between each service convenience dimension and its antecedents, such as competitive intensity, and consequences, such as repurchase behavior. The findings help researchers and managers understand a fully conceptualized convenience construct and facilitate the measurement of convenience in future empirical studies.
KeywordsService convenience Scale development Services marketing Retailing Customer satisfaction Service quality
The authors thank the Marketing Science Institute for supporting this research.
- Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95.Google Scholar
- Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16, 74–94, (Spring).Google Scholar
- Bolton, R. N. (1998). A dynamic model of the customer’s relationship with a continuous service provider: The role of satisfaction. Marketing Science, 17(1), 45–65.Google Scholar
- Darian, J. C. (1987). In-home shopping: Are there consumer segments? Journal of Retailing, 63, 163–186, (Summer).Google Scholar
- Donthu, N., & Garcia, A. (1999). The internet shopper. Journal of Advertising Research, 39, 52–58, (May/June).Google Scholar
- Kumar, P., Kalwani, M. U., & Dada, M. (1997). The impact of waiting time guarantees on consumer waiting experiences. Marketing Science, 16(4), 295–314.Google Scholar
- Netemeyer, R. G., Bearden, W. O., & Sharma, S. (2003). Scaling procedures: Issues and applications. Thousand Oaks, CA: Sage.Google Scholar
- Seiders, K., Berry, L. L., & Gresham, L. (2000). Attention retailers: How convenient is your convenience strategy? Sloan Management Review, 49(3), 79–90.Google Scholar