Reconceptualizing Service Encounter Quality in a Non-Western Context
针对非西方文化背景，开发了文化敏感的服务接触质量量表PAKSERV，并探讨了个人价值观、国家文化取向和消费情境对质量维度权重的影响，为服务管理者提供质量管理指南。
This article seeks to explore the domain of service encounter quality as it exists in a non-Western culture and proceeds to develop a culturally sensitive multiple-item scale, PAKSERV. Both classical testing methods and item response theory measures were used for scale purification. The scale shows high internal reliability, convergent and discriminant validity at the scale level, and moderate to high category discrimination and information content at the item level. Multiple antecedents of encounter quality are discussed to explain the variation in encounter quality evaluations. Hypotheses are developed about the impact of a personal value system, national culture orientation, and consumer context variables on how consumers assign the importance weights to the dimensions of encounter quality. Using conjoint analysis, hypotheses are tested and quality management guidelines for service managers are developed.