The Serpval Scale: a Multi-Item Instrument for Measuring Service Personal Values
DTD 5
ARTICLE IN PRESS
Journal of Business Research xx (2004) xxx – xxx
The SERPVAL scale: a multi-item instrument for measuring service personal values
Luis Filipe Lagesa,*, Joana Cosme Fernandesb,1 a Universidade Nova de Lisboa, Faculdade de Economia, Campus de Campolide, 1099-032 Lisboa, Portugal
Ericsson Telecommunications Portugal, Edifıcio D. Henrique, Quinta da Fonte, 2780-730 Paco de Arcos, Portugal
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¸
b
Received 14 October 2003; received in revised form 1 June 2004; accepted 1 October 2004
Abstract
Personal values have long been considered an important variable in understanding consumer purchasing behaviors. Although research on values has been performed in a wide range of social disciplines, this variable has never been operationalized in the services marketing context. In this paper, we develop a scale that measures the personal values that are associated with using a service: the Service Personal
Values (SERPVAL) scale. Insights from two empirical studies of service users indicate that this scale is multi-dimensional. It presents three dimensions of service value to (1) peaceful life, (2) social recognition and (3) social integration. Findings also reveal that all three of the
SERPVAL dimensions are positively and significantly associated with satisfaction. Moreover, while service value to social integration (SVSI) is related only with loyalty, service value to peaceful life (SVPL) is associated with both loyalty and repurchase intent. Discussion centers on implications of this scale to theory and to managerial development of services strategies. Directions for future research in services marketing and personal values are also presented.
D 2004 Elsevier Inc. All rights reserved.
Keywords: Services marketing; Personal values; SERVQUAL; SERPVAL; Means end chain approach; Measurement; Satisfaction; Loyalty; Repurchase intent
1. Introduction
The shift towards a service-based economy has been globally evident since
ARTICLE IN PRESS
Journal of Business Research xx (2004) xxx – xxx
The SERPVAL scale: a multi-item instrument for measuring service personal values
Luis Filipe Lagesa,*, Joana Cosme Fernandesb,1 a Universidade Nova de Lisboa, Faculdade de Economia, Campus de Campolide, 1099-032 Lisboa, Portugal
Ericsson Telecommunications Portugal, Edifıcio D. Henrique, Quinta da Fonte, 2780-730 Paco de Arcos, Portugal
´
¸
b
Received 14 October 2003; received in revised form 1 June 2004; accepted 1 October 2004
Abstract
Personal values have long been considered an important variable in understanding consumer purchasing behaviors. Although research on values has been performed in a wide range of social disciplines, this variable has never been operationalized in the services marketing context. In this paper, we develop a scale that measures the personal values that are associated with using a service: the Service Personal
Values (SERPVAL) scale. Insights from two empirical studies of service users indicate that this scale is multi-dimensional. It presents three dimensions of service value to (1) peaceful life, (2) social recognition and (3) social integration. Findings also reveal that all three of the
SERPVAL dimensions are positively and significantly associated with satisfaction. Moreover, while service value to social integration (SVSI) is related only with loyalty, service value to peaceful life (SVPL) is associated with both loyalty and repurchase intent. Discussion centers on implications of this scale to theory and to managerial development of services strategies. Directions for future research in services marketing and personal values are also presented.
D 2004 Elsevier Inc. All rights reserved.
Keywords: Services marketing; Personal values; SERVQUAL; SERPVAL; Means end chain approach; Measurement; Satisfaction; Loyalty; Repurchase intent
1. Introduction
The shift towards a service-based economy has been globally evident since
References: L.F. Lages, J.C. Fernandes / Journal of Business Research xx (2004) xxx–xxx Armstrong JS, Overton TS