Development of Scales for Measuring Specific Elements of the Services Marketing Mix

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