Preliminary communication
Development of Scales for Measuring Specific Elements of the Services Marketing Mix
Edo Rajh
Abstract
The purpose of this research was to develop scales that might be used for measuring specific elements of services marketing mix, including service delivery process, physical environment, and employees. Psychometric characteristics of initial set of items were analyzed by assessment of reliability, convergent and discriminant
validity, and dimensionality of initial set of items. Cronbach alpha coeficients, explorative and confrimative factor analysis were employed. Results indicated that developed measurement scales had satisfactory psychometric characteristics. Measurement scales had very good reliability, convergent and discriminant validity, and unidimensionality.
Keywords
services; marketing mix; measurement scales; reliability; validity
Hrčak ID:
47933
URI
Publication date:
10.12.2009.
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