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A multidimensional service-value scale based on Holbrook’s typology of customer value

Martina G. Gallarza · Francisco Moreno · Giacomo Del Chiappa · Irene Gil Saura · Morris B. Holbrook

149 citations0/0 files storedJournal of service management

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Customer Service Quality and Loyalty Consumer Behavior in Brand Consumption and Identification Service and Product Innovation

Abstract

Purpose In the fertile line of research on consumer value from the services literature, a gap exists between theoretical and empirical knowledge, in particular regarding Holbrook’s conceptual value framework. The purpose of this paper is to find construct validity for a multidimensional value scale based on Holbrook’s proposal. Design/methodology/approach Based on a literature review, a qualitative phase, and consultation with an expert, eight value scales (efficiency, service quality, play, aesthetics, status, esteem, ethics, and escapism as an adaptation of spirituality) are tested on a sample of 585 hotel customers and are further analyzed with simple and partial correlations, multiple regressions, and structural modeling. Findings Following the literature on the merits of Holbrook’s value typology, results are presented in three concatenated phases: validation of Holbrook’s eight value scales corresponding to his eight value types; interrelationships between these value types showing a predominance of the extrinsic-intrinsic and self-other dimensions; and construction of six indices based on the 2×2×2 matrix (self, other, extrinsic, intrinsic, active, and reactive) and a value index as a higher-order representation. The results support Holbrook’s typology, thereby supporting construct validity for the multidimensional scales. Research limitations/implications Implications for further conceptual research on value are presented. Meanwhile, the empirical study is context-specific, i.e. related to a hospitality experience. Originality/value Although Holbrook’s typology has gained widespread attention, to the best of the authors’ knowledge, no previous research has tested all eight value types simultaneously in the same empirical work.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2014A new criterion for assessing discriminant validity in variance-based structural equation modeling 1998Principles and Practice of Structural Equation Modeling 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1979A Paradigm for Developing Better Measures of Marketing Constructs 1998The partial least squares approach for structural equation modeling.1960The Application of Electronic Computers to Factor Analysis 1996The Behavioral Consequences of Service Quality

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2020Are functional, emotional and social values interrelated? A study of traditional guesthouses in Iran 2021The role of customer experience in the perceived value–word-of-mouth relationship 2020Value-in-use and service quality: do customers see a difference?2019Customer value in tourism and hospitality: Broadening dimensions and stretching the value-satisfaction-loyalty chain 2019Self/other oriented green experiential values: Measurement and impact on hotel-consumer relationship

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