DEVELOPMENT OF SCALES TO MEASURE CUSTOMERS’ WILLINGNESS TO HAVE CONTROL AND THE CONTROL OFFERED BY SERVICE BUSINESSES

Erdogan KOC, Hakan BOZ

Abstract


This study offers two new scales to be used by services marketing and management practitioners and academics.  The scales measure how much control a service customer prefers to have and how much control a service business offers in order to reduce or eliminate various types of risks.  Scales measure overall control required by a customer and the control offered by a service business based on the measurement of three types/dimensions of control (cognitive, behavioural and decisional). For the customer control scale data were collected from 384 service customers and for the service business control scale data were collected from 210 service customers. The internal consistency, discriminant validity, and convergent validity of each scale were assessed by means of item-total correlations, Cronbach's alpha, and comparison with other questionnaire items. Both of the control scales developed appear to have strong reliability and validity

Keywords


Perceived control; services marketing and management; cognitive control; behavioural control; decisional control

References


Averill, J. R. (1973). Personal control over aversive stimuli and its relationship to stress. Psychological bulletin, 80(4), 286-303.

Bendapudi, N., & Leone, R. P. (2003). Psychological implications of customer participation in co-production. Journal of marketing, 67(1), 14-28.

Boz, H. (2015). Turistik Ürün Satın Alma Karar Sürecinde İtkiselliğin Rolü: Psikonörobiyokimyasal Analiz, Basılmamış Doktora Tezi, Balikesir Üniversitesi, Sosyal Bilimler Enstitüsü, Balıkesir, Türkiye

Bronfman, N., López–Vázquez, E., Dorantes, G. (2009). An empirical study for the direct and indirect links between trust in regulatory institutions and acceptability of hazards. Safety Science, 47, 686–692.

Cioban, G. L. (2014). Towards A „Service Economy”?. Ecoforum Journal, 3(2), 404-414.

Cunningham, L. F., Gerlach, J. H., Harper, M. D., & Young, C. E. (2005). Perceived risk and the consumer buying process: internet airline reservations. International Journal of Service Industry Management, 16(4), 357-372.

Ding, Y., Ding, Y., Keh, H. T., & Keh, H. T. (2016). A re-examination of service standardization versus customization from the consumer’s perspective. Journal of Services Marketing, 30(1), 16-28.

Dorothea Brack, A., & Benkenstein, M. (2014). Responses to other similar customers in a service setting–analyzing the moderating role of perceived performance risk. Journal of Services Marketing, 28(2), 138-146.

Esmark, C. L., Noble, S. M., Bell, J. E., & Griffith, D. A. (2016). The effects of behavioral, cognitive, and decisional control in co-production service experiences. Marketing Letters, 27(3), 423-436.

Hágen, I., Bujdosó, Z., & Nedelea, A. M. (2015). The theorethical approach and practice of controlling and bussiness risk. Ecoforum Journal, 4(2), 26-32.

Harari, Y. N. (2015). Sapiens: A brief history of humankind. London: Vintage

Hui, M. K., & Bateson, J. E. (1991). Perceived control and the effects of crowding and consumer choice on the service experience. Journal of consumer research, 18(2), 174-184.

Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica: Journal of the econometric society, 263-291.

Kim, E., Ham, S., Yang, I. S., & Choi, J. G. (2013). The roles of attitude, subjective norm, and perceived behavioral control in the formation of consumers’ behavioral intentions to read menu labels in the restaurant industry. International Journal of Hospitality Management, 35, 203–213.

Koc, E. (2006). Total quality management and business excellence in services: The implications of all-inclusive pricing system on internal and external customer satisfaction in the Turkish tourism market. Total Quality Management & Business Excellence, 17(7), 857-877.

Koc, E. (2013). Inversionary and liminoidal consumption: Gluttony on holidays and obesity. Journal of Travel & Tourism Marketing, 30(8), 825-838.

Koc, E. (2016). Food Consumption in All-inclusive Holidays: Illusion of Control as an Antecedent of Inversionary Consumption. Journal of Gastronomy and Tourism, 2(2), 107-116.

Koç, E. (2017), Hizmet Pazarlaması ve Yönetimi, Global ve Yerel Yaklaşım, 2. Baskı, Seçkin Yayıncılık: Ankara.

Langer, E. J. (1975). The illusion of control. Journal of Personality and Social Psychology, 32(2), 311-328.

Laroche, M., Bergeron, J., & Goutaland, C. (2003). How intangibility affects perceived risk: the moderating role of knowledge and involvement. Journal of services marketing, 17(2), 122-140.

Lee, J., & Allaway, A. (2002). Effects of personal control on adoption of self-service technology innovations. Journal of Services Marketing, 16(6), 553-572.

Lerner, J. S., Gonzalez, R. M., Small, D. A., Fischhoff, B. (2003). Effects of fear and anger on perceived risks of terrorism: A national field experiment. Psychological Science, 14 (2), 144-150. 17.

Lerner, S. and Keltner, D. (2001). Fear, Anger and Risk. Journal of Personality and Social Psychology, 81(1), 146-159.

Miller, S. M. (1979). Controllability and human stress: Method, evidence and theory. Behaviour research and therapy, 17(4), 287-304.

Mitchell, V. W., & Greatorex, M. (1993). Risk perception and reduction in the purchase of consumer services. Service Industries Journal, 13(4), 179-200.

Namasivayam, K.,Hinkin, T.R. (2003). Thecustomer’s role in the service encounter: the effects of control and fairness. Cornell Hotel and Restaurant Administration Quarterly 44 (3), 26–36.

Nordås, H., & Rouzet, D. (2015). The Impact of Services Trade Restrictiveness on Trade Flows: First Estimates. OECD Trade Policy Paper (No. 178). OECD Publishing.

Nordin, F., Kindström, D., Kowalkowski, C., & Rehme, J. (2011). The risks of providing services: Differential risk effects of the service-development strategies of customisation, bundling, and range. Journal of Service Management, 22(3), 390-408.

Perlmuter, L. C., Scharff, K., Karsh, R., & Monty, R. A. (1980). Perceived control. Motivation and Emotion, 4(1), 35-45.

Patterson, P.F., Cowley, E., and Prasongsukarn, K. (2006). ‘Service Failure Recovery: The Moderating Impact of Individual-Level Cultural Value Orientation on Perceptions of Justice,’ International Journal of Research in Marketing, 23, 3, 263–277.

Robertson, N., Robertson, N., McDonald, H., McDonald, H., Leckie, C., Leckie, C., ... & McQuilken, L. (2016). Examining customer evaluations across different self-service technologies. Journal of Services Marketing, 30(1), 88-102.

Smith, C.A. & Ellsworth, P.C. (1985). Patterns of cognitive appraisal in emotion. Journal of Personality and Social Psychology, 48, 813-838.

Thaler, R. (1980). Toward a positive theory of consumer choice. Journal of Economic Behavior and Organization, 1, 39–60

World Bank (2016) Employment in Services (%of total employment), http://data.worldbank.org/indicator/SL.SRV.EMPL.ZS Accessed 15.05.2017 and Services, etc., value added (% of GDP), http://data.worldbank.org/indicator/NV.SRV.TETC.ZS Accessed 15.05.2017.

Unzicker, D. K. (1999) The psychology of being put on hold: An exploratory study of service quality. Psychology & Marketing, 164, 327–350

Yagil, D. (2002). The relationship of customer satisfaction and service workers’ perceived control: Examination of three models. International Journal of Service Industry Management, 13(4), 382-398.

Yilmaz, B. S. (2017). Turkish Tourism Consumers’ Information Search Behavior: The Role of User-Generated Content in Travel Planning Process. Ecoforum Journal, 6(1).

Zeithaml, V. A., Bitner, M. J. and Gremler, D. (2012). Services Marketing: Integrating Customer Focus across the Firm, International 6th ed. London: McGraw-Hill Companies.

Zinbarg, R. E., Yovel, I., Revelle, W., & McDonald, R. P. (2006). Estimating generalizability to a latent variable common to all of a scale’s indicators: A comparison of estimators for ωh. Applied Psychological Measurement, 30(2), 121-144.

Zinbarg, R. E., Revelle, W., & Yovel, I. (2007). Estimating ω h for structures containing two group factors: Perils and prospects. Applied Psychological Measurement, 31(2), 135-157.


Full Text: PDF

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.