THE MEASUREMENT OF THE SERVICE ATTRIBUTES IMPORTANCE: A SCALE COMPARISON
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Data de Publicação: | 2008 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por spa eng |
Título da fonte: | RAM. Revista de Administração Mackenzie |
Texto Completo: | https://editorarevistas.mackenzie.br/index.php/RAM/article/view/95 |
Resumo: | 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. |
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THE MEASUREMENT OF THE SERVICE ATTRIBUTES IMPORTANCE: A SCALE COMPARISONMensuração da importância de atributos em serviços: uma comparação de escalasThis 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.Este artigo discute especificamente aspectos metodológicos da mensuração de atributos em serviços para um contexto de pesquisa quantitativa. Neste caso, uma abordagem de questionário auto-aplicado foi utilizada. O artigo inicia descrevendo alguns aspectos da decisão de marketing em relação ao uso de informações. A seguir, algumas questões metodológicas, relacionadas a escalas, foram analisadas e discutidas com relação à pesquisa de marketing. O estudo propõe o desenvolvimento da abordagem de pontos decrescentes para a mensuração da importância de atributos. Um estudo exploratório foi conduzido para comparar os resultados da utilização da escala de diferencial semântico, a abordagem de Carvalho e Leite (1999) e dois formatos da abordagem de pontos decrescentes para avaliar os principais atributos que influenciariam os consumidores na escolha de um salão de beleza. Os resultados mostraram que a abordagem de Carvalho e Leite conduziu a resultados mais próximos da realidade e com maior poder discriminatório entre as três escalas analisadas.PALAVRAS-CHAVE: Serviços; Importância de atributos; Escalas de mensuração; Gestão de serviços; Qualidade em serviços.Editora Mackenzie2008-07-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfapplication/pdfhttps://editorarevistas.mackenzie.br/index.php/RAM/article/view/95Revista de Administração Mackenzie; Vol. 7 No. 2 (2006)Revista de Administração Mackenzie; Vol. 7 Núm. 2 (2006)Revista de Administração Mackenzie (Mackenzie Management Review); v. 7 n. 2 (2006)1678-69711518-6776reponame:RAM. Revista de Administração Mackenzieinstname:Universidade Presbiteriana Mackenzie (MACKENZIE)instacron:MACKENZIEporspaenghttps://editorarevistas.mackenzie.br/index.php/RAM/article/view/95/95https://editorarevistas.mackenzie.br/index.php/RAM/article/view/95/1917https://editorarevistas.mackenzie.br/index.php/RAM/article/view/95/1918Copyright (c) 2015 Revista de Administração Mackenzieinfo:eu-repo/semantics/openAccessGhisi, Marcos AngeliMerlo, Edgard MonforteNAGANO, MARCELO SEIDO2011-01-14T20:43:39Zoai:ojs.editorarevistas.mackenzie.br:article/95Revistahttps://editorarevistas.mackenzie.br/index.php/RAM/PUBhttps://editorarevistas.mackenzie.br/index.php/RAM/oairevista.adm@mackenzie.br1678-69711518-6776opendoar:2024-04-19T17:00:26.536463RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (MACKENZIE)false |
dc.title.none.fl_str_mv |
THE MEASUREMENT OF THE SERVICE ATTRIBUTES IMPORTANCE: A SCALE COMPARISON Mensuração da importância de atributos em serviços: uma comparação de escalas |
title |
THE MEASUREMENT OF THE SERVICE ATTRIBUTES IMPORTANCE: A SCALE COMPARISON |
spellingShingle |
THE MEASUREMENT OF THE SERVICE ATTRIBUTES IMPORTANCE: A SCALE COMPARISON Ghisi, Marcos Angeli |
title_short |
THE MEASUREMENT OF THE SERVICE ATTRIBUTES IMPORTANCE: A SCALE COMPARISON |
title_full |
THE MEASUREMENT OF THE SERVICE ATTRIBUTES IMPORTANCE: A SCALE COMPARISON |
title_fullStr |
THE MEASUREMENT OF THE SERVICE ATTRIBUTES IMPORTANCE: A SCALE COMPARISON |
title_full_unstemmed |
THE MEASUREMENT OF THE SERVICE ATTRIBUTES IMPORTANCE: A SCALE COMPARISON |
title_sort |
THE MEASUREMENT OF THE SERVICE ATTRIBUTES IMPORTANCE: A SCALE COMPARISON |
author |
Ghisi, Marcos Angeli |
author_facet |
Ghisi, Marcos Angeli Merlo, Edgard Monforte NAGANO, MARCELO SEIDO |
author_role |
author |
author2 |
Merlo, Edgard Monforte NAGANO, MARCELO SEIDO |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Ghisi, Marcos Angeli Merlo, Edgard Monforte NAGANO, MARCELO SEIDO |
description |
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. |
publishDate |
2008 |
dc.date.none.fl_str_mv |
2008-07-30 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/95 |
url |
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/95 |
dc.language.iso.fl_str_mv |
por spa eng |
language |
por spa eng |
dc.relation.none.fl_str_mv |
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/95/95 https://editorarevistas.mackenzie.br/index.php/RAM/article/view/95/1917 https://editorarevistas.mackenzie.br/index.php/RAM/article/view/95/1918 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2015 Revista de Administração Mackenzie info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2015 Revista de Administração Mackenzie |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
Editora Mackenzie |
publisher.none.fl_str_mv |
Editora Mackenzie |
dc.source.none.fl_str_mv |
Revista de Administração Mackenzie; Vol. 7 No. 2 (2006) Revista de Administração Mackenzie; Vol. 7 Núm. 2 (2006) Revista de Administração Mackenzie (Mackenzie Management Review); v. 7 n. 2 (2006) 1678-6971 1518-6776 reponame:RAM. Revista de Administração Mackenzie instname:Universidade Presbiteriana Mackenzie (MACKENZIE) instacron:MACKENZIE |
instname_str |
Universidade Presbiteriana Mackenzie (MACKENZIE) |
instacron_str |
MACKENZIE |
institution |
MACKENZIE |
reponame_str |
RAM. Revista de Administração Mackenzie |
collection |
RAM. Revista de Administração Mackenzie |
repository.name.fl_str_mv |
RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (MACKENZIE) |
repository.mail.fl_str_mv |
revista.adm@mackenzie.br |
_version_ |
1796794715885010944 |