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Toward a measure of service convenience: multiple‐item scale development and empirical test

Scott R. Colwell (Department of Marketing and Consumer Studies, University of Guelph, Guelph, Canada)
May Aung (Department of Marketing and Consumer Studies, University of Guelph, Guelph, Canada)
Vinay Kanetkar (Department of Marketing and Consumer Studies, University of Guelph, Guelph, Canada)
Alison L. Holden (Department of Marketing and Consumer Studies, University of Guelph, Guelph, Canada)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 25 April 2008

Abstract

Purpose

The purpose of this paper is to report on the development and nomological testing of a 17‐item scale measuring the five dimensions of service convenience (decision, access, transaction, benefit, and post‐benefit) as proposed by Berry, Seiders, and Grewal.

Design/methodology/approach

A cross‐sectional survey methodology was used to collect the data.

Findings

Reliability and validity assessments provided evidence of the scale's psychometric validity. Service convenience was found to be a significant predictor of overall satisfaction in the context of personal cellular telephone and internet usage.

Research limitations/implications

This study uses a student sample which may limit its generalizability to other respondents. Also, the cross‐sectional survey methodology does not allow for the investigation of causation. Future research should investigate other contexts outside of the cellular and internet services examined in this study and across a broader sample. Furthermore, the ability to retrospectively rate service convenience, the trade‐off between price and convenience, and the continuum of convenience need to be investigated further.

Originality/value

This study provides psychometrically valid scales to measure service convenience as conceptualized by Berry et al..

Keywords

Citation

Colwell, S.R., Aung, M., Kanetkar, V. and Holden, A.L. (2008), "Toward a measure of service convenience: multiple‐item scale development and empirical test", Journal of Services Marketing, Vol. 22 No. 2, pp. 160-169. https://doi.org/10.1108/08876040810862895

Publisher

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Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited