Abstract
| Language | English |
|---|---|
| Pages | 640-651 |
| Journal | European Journal of Marketing |
| Volume | 43 |
| Issue number | 5/6 |
| DOIs | |
| Publication status | Published - 2009 |
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Keywords
- Keywords – measurement scales
- service marketing
- quantitative techniques
- qualitative techniques.
Cite this
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Scales in services marketing: a critique and way forward. / Gilmore, Audrey; McMullan, Rosalind.
In: European Journal of Marketing, Vol. 43, No. 5/6, 2009, p. 640-651.Research output: Contribution to journal › Article
TY - JOUR
T1 - Scales in services marketing: a critique and way forward
AU - Gilmore, Audrey
AU - McMullan, Rosalind
PY - 2009
Y1 - 2009
N2 - Purpose – The purpose of this paper is to discuss the use of measurement scales and to illustrate some of the drawbacks of using scales for measuring service quality without due recognition of the limitations and rigidity of such scales, especially when they are applied to the complexity of service marketing situations and contexts.Design/approach – A review of the most widely used scales in services measurement, including SERVQUAL and SERVPERF is provided, along with some of the conceptual issues surrounding scale design and use in service contexts. Then some qualitative research techniques are considered in terms of their adaptability and flexibility for carrying out research regarding the complex nature of services.Findings – Measurement scales are evaluated and discussed. The key criticisms of the most well known scales used for services situations are presented. Then consideration is given to what might be a ‘best practice’ scenario for measuring and assessing service related issues in a service context. Originality/value – The discussion draws attention to the importance of recognising the most suitable research method for a service specific research problem/question rather than imposing a well known measurement scale or technique that may not suit the purpose.
AB - Purpose – The purpose of this paper is to discuss the use of measurement scales and to illustrate some of the drawbacks of using scales for measuring service quality without due recognition of the limitations and rigidity of such scales, especially when they are applied to the complexity of service marketing situations and contexts.Design/approach – A review of the most widely used scales in services measurement, including SERVQUAL and SERVPERF is provided, along with some of the conceptual issues surrounding scale design and use in service contexts. Then some qualitative research techniques are considered in terms of their adaptability and flexibility for carrying out research regarding the complex nature of services.Findings – Measurement scales are evaluated and discussed. The key criticisms of the most well known scales used for services situations are presented. Then consideration is given to what might be a ‘best practice’ scenario for measuring and assessing service related issues in a service context. Originality/value – The discussion draws attention to the importance of recognising the most suitable research method for a service specific research problem/question rather than imposing a well known measurement scale or technique that may not suit the purpose.
KW - Keywords – measurement scales
KW - service marketing
KW - quantitative techniques
KW - qualitative techniques.
U2 - 10.1108/03090560910946972
DO - 10.1108/03090560910946972
M3 - Article
VL - 43
SP - 640
EP - 651
JO - European Journal of Marketing
T2 - European Journal of Marketing
JF - European Journal of Marketing
SN - 0309-0566
IS - 5/6
ER -