Journal of the Academy of Marketing Science

, Volume 35, Issue 1, pp 144–156 | Cite as

SERVCON: development and validation of a multidimensional service convenience scale

  • Kathleen Seiders
  • Glenn B. Voss
  • Andrea L. Godfrey
  • Dhruv Grewal
Original Empirical Research


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.


Service convenience Scale development Services marketing Retailing Customer satisfaction Service quality 



The authors thank the Marketing Science Institute for supporting this research.


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Copyright information

© Springer-Verlag 2007

Authors and Affiliations

  • Kathleen Seiders
    • 1
  • Glenn B. Voss
    • 2
  • Andrea L. Godfrey
    • 3
  • Dhruv Grewal
    • 4
  1. 1.Carroll School of ManagementBoston CollegeChestnut HillUSA
  2. 2.Business ManagementNorth Carolina State UniversityRaleighUSA
  3. 3.McCombs School of BusinessUniversity of Texas at AustinAustinUSA
  4. 4.E-Commerce and Electronic BusinessBabson CollegeBabson ParkUSA

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