Using Consumer Perceptions to Operationalize the Service Construct: Exploratory Research in Theory Extension and Validation ABSTRACT

Despite the ascendancy of services marketing as a topic of interest, an absence of empirical validation measures and well-grounded research techniques in the area is evident. This article explores the need for marketing to develop an approach by which services marketing empirical research can be adv...

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Bibliographic Details
Published inPsychology & marketing Vol. 12; no. 6; p. 501
Main Authors Murray, Keith B, Schlacter, John L
Format Journal Article
LanguageEnglish
Published New York Wiley Periodicals Inc 01.09.1995
Subjects
Marketing
Perceptions
Research methodology
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Summary:Despite the ascendancy of services marketing as a topic of interest, an absence of empirical validation measures and well-grounded research techniques in the area is evident. This article explores the need for marketing to develop an approach by which services marketing empirical research can be advanced. A methodology is proposed that operationalizes the service construct by identifying consumer perceptions of goods and services, and which provides a practical basis for conducting empirical research. Empirical evidence is offered that suggests strong reliability and face validity in support of this approach.
ISSN:0742-6046
1520-6793