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Correcting for Response Style Effects on Service Quality Measures

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Abstract:

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.

Keywords: CROSS-CULTURAL RESEARCH; MEASUREMENT SCALES COMPARISON; RESPONSE STYLE EFFECTS

Document Type: Research Article

DOI: http://dx.doi.org/10.3727/108354211X13149079789016

Publication date: November 1, 2011

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  • The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.
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