Consumption values: scale development and validation
Purpose – The purpose of this paper is to build on the Consumer Perceived Value (CPV) phenomenon by theoretically defining and empirically developing a Services Perceived Value Scale (SPERVAL) in the context of services industry.Design/methodology/approach – The multidimensional SPERVAL scale relies upon exploratory research to identify “Value Indicators”. Given the constructs included in the proposed research model, it is quite clear that testing the model involves a study of consumers. Accordingly, this study is focused on consumers’ views and a blend of both quantitative and qualitative research methods were used. The study has used qualitative research as a starting point, using exploratory research methods of focus group discussions and interviews. The results generated from the research were quantitatively analyzed with descriptive research by using questionnaires as the instrument.Findings – KMO and Bartlett's Test justified the use of factor analysis on the data. The reliability of the SPERVAL Sca...