A preliminary examination of Berry, Seiders and Grewal’s (2002) five dimensional measure of convenience in a service setting
Chang, Yi-Wei, Polonsky, Michael and Junek, Olga 2007, A preliminary examination of Berry, Seiders and Grewal’s (2002) five dimensional measure of convenience in a service setting, in ANZMAC 2007 : 3Rs, reputation responsibility relevance, University of Otago, School of Business, Dept. of Marketing, Dunedin, New Zealand, pp. 2500-2508.
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Australian and New Zealand Marketing Academy Conference
University of Otago, School of Business, Dept. of Marketing
Place of publication
Dunedin, New Zealand
Convenience - the ability to reduce consumer’s time and energy costs in purchasing or using goods and services - has become an important attribute for time poor consumers. Berry, Seiders and Grewal (2002) proposed that convenience can be measured as a five dimensional construct comprising decision, access, transaction, benefit, and post-benefit. This paper examines the empirical reliability and validity of Berry et al’s five dimensions within one service setting. The results of a survey with 443 service consumers found that the five measures were all reliable (i.e. an alpha of above .60) and discriminate validity held (correlations below .85). These items warrant additional empirical evaluation in other settings to determine their generalisabiliy.
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