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Correcting for Response Style Effects on Service Quality Measures

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Response style effects due to question items, answer formats, and cultural factors have gained considerable attention in marketing research. However, the published work in this field only addresses effects based on measurements in the realm of Likert-type answer formats. This study sheds light on the variations in estimated response style effects using conventional rating-based agreement/disagreement scales and contrasting them with confirmation/disconfirmation scales typically applied to service quality measurement. An empirical study within the passenger airline industry highlights substantial differences using ANOVA analysis. They are partly due to different item scales used as the basis for calculating response styles, partially due to the scale types, and are almost independent from language (cultural) differences. In general, the results give initial directions for calculating response style effects, which, nevertheless, merits more experimental testing.
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Document Type: Research Article

Publication date: 2011-11-01

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