Consumer Satisfaction: An Extended Research Conceptualization
Consumer Satisfaction: An Extended Research Conceptualization
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Attitude scales are at the same time more established yet more controversial than either perceptual evaluation or satisfaction scales. Having adopted a conceptual definition of attitude in Chapter 2, it remains necessary only to select measures consistent with that definition. Semantic differential scales that have been used in past research to assess overall attitude were chosen with endpoints labelled good-bad, worthless-valuable (e.g., Lutz 1975), satisfactory-unsatisfactory (e.g., Moore, Ha...usknecht and Thamodaran 1986), favorable-unfavorable, like-dislike, approve- disapprove (e.g., Fishbein and Ajzen 1975).
Satisfaction scales . A battery of satisfaction scales was assembled based on the results of the Pilot Study and other competitive tests of common satisfaction measures (Westbrook and Oliver 1981).
Selected for inclusion were (1) a semantic differential ranging from Very Dissatisfied to Very Satisfied (Figure 4a, #7); (2) a scale based on chances in ten of re-using the product (Figure 4c, #31); (3) a categorical verbal scale from Delighted to Terrible (Figure 4b, #23); (4) a smiling/frowning face scale using Kunin's (1955) characterized faces selecting those numbered 1, 4, 6, 8, 10 to achieve approximately equal intervals (Kunin also tested circle faces similar to those depicted in Figure 4 b, #28); and (5) Oliver's (1980a) Likert scale adapted for the coffee choice (Figure 4a, #18).
What to read after Consumer Satisfaction: An Extended Research Conceptualization?
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To quickly assess the difficulty of the text, read a short excerpt:
Attitude scales are at the same time more established yet more controversial than either perceptual evaluation or satisfaction scales. Having adopted a conceptual definition of attitude in Chapter 2, it remains necessary only to select measures consistent with that definition. Semantic differential scales that have been used in past research to assess overall attitude were chosen with endpoints labelled good-bad, worthless-valuable (e.g., Lutz 1975), satisfactory-unsatisfactory (e.g., Moore, Ha...usknecht and Thamodaran 1986), favorable-unfavorable, like-dislike, approve- disapprove (e.g., Fishbein and Ajzen 1975).
Satisfaction scales . A battery of satisfaction scales was assembled based on the results of the Pilot Study and other competitive tests of common satisfaction measures (Westbrook and Oliver 1981).
Selected for inclusion were (1) a semantic differential ranging from Very Dissatisfied to Very Satisfied (Figure 4a, #7); (2) a scale based on chances in ten of re-using the product (Figure 4c, #31); (3) a categorical verbal scale from Delighted to Terrible (Figure 4b, #23); (4) a smiling/frowning face scale using Kunin's (1955) characterized faces selecting those numbered 1, 4, 6, 8, 10 to achieve approximately equal intervals (Kunin also tested circle faces similar to those depicted in Figure 4 b, #28); and (5) Oliver's (1980a) Likert scale adapted for the coffee choice (Figure 4a, #18).
What to read after Consumer Satisfaction: An Extended Research Conceptualization?
You can find similar books in the "Read Also" column, or choose other free books by Hausknecht, Douglas R. to read onlineMoreLess
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