CONSTRUCTING AN EMPIRICALLY DERIVED MEASURE FOR CUSTOMER CONTACT

This research provides an empirically derived measurement model for cu stomer contact, a widely used construct in service management. The mod el was created by applying two psychometric scaling techniques, Multid imensional Scaling (MDS) and the method of paired comparisons, and Con tent Analysis, to the ratings and responses of service research expert s. MDS showed that the construct of Customer Contact is multidimension al and complex. An interval scale was developed using the paired compa rison methodology, and a measurement model was developed using this co ntact scale. The central finding was that the degree or level of conta ct can be measured at the episode level by averaging the normalized va lues of communication time, the information richness, and the level of intimacy. The uses of the measurement model include refining current research and reevaluating past research, developing contingency models for service quality and design, and providing practitioners with a ri cher understanding of customer contact to facilitate service system de sign.