Customer Participation, Perceived Service Innovation, and Loyalty–Model Inventory

Abstract

The Customer Participation, Perceived Service Innovation, and Loyalty–Model (Nyadzayo, Leckie, & Johnson, 2023) was developed to explore the impact of customers’ perceptions of service innovation aspects (innovativeness, service newness, and relative advantage) and their participation on value perception, satisfaction, and loyalty. The proposed items for this 22-item inventory/questionnaire were adapted from previous research by Yim et al. (2012), Falkenreck & Wagner (2011), Lowe & Alpert (2015), Barrutia & Gilsanz (2013), Harris & Goode (2004), Dong et al. (2015), and Srinivasan et al. (2002). Content validity was established through evaluation by academic experts to ensure adequate representation of the study constructs. The resulting measure was administered to Australian Uber customers via an online survey and evaluated using structural equation modeling. The study reported findings regarding the factor structure, reliability, and validity of the instrument.

Keywords
Customer Participation; Loyalty; Perceived Innovativeness; Perceived Relative Advantage; Perceived Service Newness; Perceived Value; Satisfaction; Service Innovation

Authors
Nyadzayo, Munyaradzi W.; Leckie, Civilai; Johnson, Lester W.

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Purpose

The purpose of this measurement model is to assess customer participation, innovative aspects of services, outcomes, and loyalty among consumers.

Validity

Test Validity: The test validity was established using content validity and discriminant validity.

Content Validity: Content validity was established through academic experts who assessed how well the instruments represented the study constructs.

Discriminant Validity: The square roots of the Average Variance Extracted (AVE) values for each construct along the diagonal exceeded the correlations for all other constructs. Additionally, the HTMT ratios, which ranged from 0.39 to 0.76, fell below the cut-off value of 0.85 (Henseler et al., 2015). Both tests support adequate discriminant validity.

Reliability

Test Reliability: The reliability of the instrument was assessed through internal consistency.

Internal Consistency: Cronbach’s alphas for the constructs ranged between 0.81 and 0.95, indicating adequate convergence (Hair et al., 2010). Furthermore, the construct reliability (CR) estimates were greater than 0.70, and Average Variance Extracted (AVE) values were greater than 0.50, further supporting internal consistency (Hair et al., 2010).

Factor Analysis

Confirmatory Factor Analysis: Results of the confirmatory factor analysis showed acceptable model fit (χ² 188 = 326.93, χ²/df = 1.74, p < 0.00, root mean square residual (RMR) = 0.038, Tucker–Lewis Index (TLI) = 0.97, Confirmatory Fit Index (CFI) = 0.98, root mean square error of approximation (RMSEA) = 0.047).

Common Method Bias: Harman’s one-factor test results indicated a one-factor model that revealed poor model fit (χ² 252 = 3402.201, χ²/df = 13.50, p < 0.001, SRMR = 0.192, TLI = 0.57, CFI = 0.61, RMSEA = 0.171).

Instrument: Customer Participation, Perceived Service Innovation, and Loyalty–Model

Test Type: Original
Format: Inventory/Questionnaire
Language Available: English
Population Group: Human (Male, Female, Transgender)
Age Group: Adulthood (18 yrs & older), Young Adulthood (18-29 yrs), Thirties (30-39 yrs), Middle Age (40-64 yrs)
Population Details: Respondents were customers of Uber located in Australia.
Test Methodology: Test Validity, Content Validity, Discriminant Validity, Test Reliability, Internal Consistency, Factor Analysis, Confirmatory Factor Analysis, Measurement Model, Structural Equation Modeling.
Number of Items: This is a 22-item measure.
Factors and Subscales: The constructs assessed are: Customer participation, Perceived innovativeness, Perceived service newness, Perceived relative advantage, Perceived value, Satisfaction, and Loyalty.
Administration Method: Electronic
Test Items Available: No data is Available

Keywords

Customer Participation; Loyalty; Perceived Innovativeness; Perceived Relative Advantage; Perceived Service Newness; Perceived Value; Satisfaction; Service Innovation

Authors

Nyadzayo, Munyaradzi W.
Author ORCID Identifier: http://orcid.org/0000-0003-0802-2119
Affiliation: University of Wollongong in Dubai, Faculty of Business
Email address: [email protected]
Correspondence Address: [email protected]

Leckie, Civilai
Affiliation: Swinburne University of Technology, Department of Management and Marketing

Johnson, Lester W.
Author ORCID Identifier: http://orcid.org/0000-0003-3577-2804
Affiliation: Swinburne University of Technology, Department of Management and Marketing

Permissions & Fee and Test Year

Permissions: Contact Corresponding Author
Commercial: No
Fee: No
Test Year: 2023

References

Nyadzayo, M. W., Leckie, C., & Johnson, L. W. (2023). Customer participation, innovative aspects of services and outcomes. Marketing Intelligence & Planning, 41(1), 1–15. https://doi.org/10.1108/MIP-03-2022-0090

Items of the Customer Participation, Perceived Service Innovation, and Loyalty–Model

No data is Available