THE MEASUREMENT OF THE SERVICE ATTRIBUTES IMPORTANCE: A SCALE COMPARISON

ABSTRACT This article discusses specifically the methodological aspects of measurement of attributes in services for a context of quantitative research. In this case a self-applied questionnaire approach was used. The article begins describing some aspects of marketing decisions and the relationship with the information. Some measurement methodological aspects, mainly scales, in quantitative research was analyzed and discussed. The study proposes the decreasing points approach for the measurement of the attributes importance. An exploratory study was made to compare the scale utilization results of semantic differential, the scale of Carvalho and Leite (1999) and two approach formats of decreasing points to evaluate the main attributes that would influence consumers in the choice of a beauty parlor. Results pointed that Carvalho and Leite approach was the more realistic and discriminatory comparing with the three analyzed scales.

摘要
本文专门探讨了定量研究场景下服务属性测量的方法论层面问题。针对该研究场景，本研究采用自填式问卷法开展调研。本文首先阐述了营销决策的若干维度及其与信息的关联，随后对定量研究中测量方法论的核心内容（主要为各类量表）展开分析与讨论。本研究提出了用于测量属性重要性的点数递减法。为评估影响消费者选择美容院的核心属性，本研究开展了一项探索性研究，对比语义差异量表（Semantic Differential）、Carvalho与Leite（1999）所提出的量表，以及两种点数递减法的应用结果。研究结果显示，相较于本次分析的三种量表，Carvalho与Leite法具备更强的现实契合性与鉴别能力。