Reconceptualizing Service Encounter Quality in a Non-Western Context

This article seeks to explore the domain of service encounter quality as it exists in a non-Western culture and proceeds to develop a culturally sensitive multiple-item scale, PAKSERV. Both classical testing methods and item response theory measures were used for scale purification. The scale shows high internal reliability, convergent and discriminant validity at the scale level, and moderate to high category discrimination and information content at the item level. Multiple antecedents of encounter quality are discussed to explain the variation in encounter quality evaluations. Hypotheses are developed about the impact of a personal value system, national culture orientation, and consumer context variables on how consumers assign the importance weights to the dimensions of encounter quality. Using conjoint analysis, hypotheses are tested and quality management guidelines for service managers are developed.