Razvoj mjernih ljestvica za mjerenje specifičnih elemenata marketinškog miksa usluga
Development of Scales for Measuring Specific Elements of the Services Marketing Mix
Author(s): Edo RajhSubject(s): Economy, Marketing / Advertising, Socio-Economic Research
Published by: Sveučilište Josipa Jurja Strossmayera u Osijeku, Ekonomski fakultet u Osijeku
Keywords: services; marketing mix; measurement scales; reliability; validity;
Summary/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 coefficients, explorative and confirmative 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.
- Issue Year: 22/2009
- Issue No: 2
- Page Range: 340-350
- Page Count: 11
- Language: Croatian
