Scales in services marketing research: a
โ
Gilmore, Audrey; McMullan, Rosalind
๐
Article
๐
2009
๐
Emerald Group Publishing Limited
๐
English
โ 88 KB
## Purpose The purpose of this paper is to discuss the use of measurement scales and to illustrate some of the drawbacks of using scales for measuring service quality without due recognition of the limitations and rigidity of such scales, especially when they are applied to the complexity of servic