Measurement Scales for Technology: Generated Customer Contact

Rudran, Raghunath and Kumar, Ajith J (2016) Measurement Scales for Technology: Generated Customer Contact. TAPMI, Manipal, Manipal.

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Abstract

The purpose of this paper is to develop measurement scales for customer contact in a technology-generated context. The authors adapted the scales of Froehle and Roth (2004), by following a systematic scale adaptation and development process. The adapted scales were tested for psychometric properties and refined by building measurement models using PLS-SEM. The authors found it necessary to revise Froehle and Roth’s (2004) original items in most of the scales. After testing, the “attitude towards the episode” scale was dropped and remaining nine scales, retained. The scales will be useful to future researchers on online shopping to advance their research. The scales can be tested and validated with data from multiple empirical contexts and adapted to those contexts as necessary. Future studies must examine path relationships between belief, attitude and intention constructs. The adapted scales can be useful to practitioners in the domain of online shopping, to measure the beliefs, attitudes and intentions of their customers. Potential beneficiaries include service providers, service designers, industry associations as well as regulators in the government. The overarching contribution of this paper lies in developing scales pertaining to the online shopping context of technology-generated customer contact. The paper has simultaneously addressed two relatively less attended areas of research on service operations – the role of technology in customer contact and measurement of customer contact.

Item Type:	TAPMI Working Papers
Uncontrolled Keywords:	Customer contact, Measurement scales, Online shopping, Technology, Service operations, e-Commerce
Subjects:	Operations Management
Divisions:	Operations and Information Science
Depositing User:	Ms. Vanitha K
Date Deposited:	29 Oct 2018 10:00
Last Modified:	29 Oct 2018 11:45
URI:	http://tapmi.informaticsglobal.com/id/eprint/226

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