Abstract
The primary goal of scale development is to create a valid measure of an underlying construct. The scale development process of proactive customer-oriented climate and proactive customer-oriented processes follows the guidelines of Churchill (1979), Gerbing and Anderson (1988), and DeVellis (2003) and is based on the conceptualizing of the two constructs in Chapter 2.5. First I point out some limitations of existing scales and explain the need to develop new scales for climate and processes. Then the generation of an item pool is described, including a meta-analysis of in-depth studies related to proactive customer orientation, interviews and workshops with managers, and expert judgments. Based on a sample of 420 key informants from various industries, I examine reliability, validity, and generalizability of the new scales.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Rights and permissions
Copyright information
© 2011 Gabler Verlag | Springer Fachmedien Wiesbaden GmbH
About this chapter
Cite this chapter
Herhausen, D. (2011). Scale Development. In: Understanding Proactive Customer Orientation. Gabler. https://doi.org/10.1007/978-3-8349-6891-3_3
Download citation
DOI: https://doi.org/10.1007/978-3-8349-6891-3_3
Publisher Name: Gabler
Print ISBN: 978-3-8349-3101-6
Online ISBN: 978-3-8349-6891-3
eBook Packages: Business and EconomicsBusiness and Management (R0)