MEASURING CRUISE PASSENGERS' PERCEIVED VALUE
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2003 Cognizant Comm. Corp. Perceived value has been identified as one of the most important measures for gaining competitive edge. While recent multidimensional scales have been created for measuring perceived value of products, SERV-PERVAL is the first multidimensional tool for the measurement of perceived value of a service. Thus, the purpose of the current study was: (1) to investigate the reliability and validity of the SERV-PERVAL scale in a tourism setting, and (2) to analyze how well factors of perceived value predict perceived value, satisfaction, and intentions to repurchase. Results revealed that the scale shows good reliability and validity, and that SERV-PERVAL factors are related to cruise passengers' postcruise cognitive assessments. Specific managerial and theoretical implications are discussed.
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