The Customer’s Cognitive Evaluation of Service Experience: An Empirical Comparison between Service Personal Values and Service Value

Wan Salmuni Wan Mustaffa, Rafiduraida Abdul Rahman, Noor Lela Ahmad and Hariyaty Ab Wahid

International Journal of Academic Research in Business and Social Sciences, 2017, vol. 7, issue 10, 704-712

Abstract: The objective of this research is to empirically compare two important concepts of service experience, namely Service Personal Values (SPV) and Service Value (SV). Higher education was selected to represent the service sector, and the registered international students were selected as respondents. The quota sampling technique was applied to select the respondents. The data were gathered using a questionnaire. Ultimately, 331 usable questionnaires were gathered for the data analysis process. An exploratory factor analysis (EFA) and a confirmatory factor analysis (CFA) using AMOS were performed to validate SPV and SV concepts. The results revealed that SPV and SV are two different constructs and, thus, should be treated differently. Both concepts are valid for evaluating customers’ cognitive experiences in the service context. However, SPV can be treated as a more valuable construct than SV. This research also discusses the theoretical and practical implications as well as directions for future research.

Keywords: Service Personal Values; Service Value; Customers’ Cognitive Levels; Service Experiences; Higher Education (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:hur:ijarbs:v:7:y:2017:i:10:p:704-712

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