Petrick 2002

Development of a multi-dimensional scale for measuring the perceived value of a service

new scale - SERV- PERVAL A mixture of SERVQUAL and SERPERF. Takes a large number of items (52) and reduces it to 25 throught he thoughts of a number of experts. The scale itself doesn't look like much, but seems to hold up. Key that it is applied to a service/tourism experience - A cruise.
"six times less expensive to plan marketing strategies for retaining consumers, than it is to attract new consumers" pg 119
Delves into the definitions of value.
The authors are looking for a way to measure perceived value of a service (rather than a product)
Model outlined pg 124 - five dimensions of perceived value
1. behavioural
2. Monetary Price
3. Emotional response
4. Quality
5. Reputation
Applied to cruise industry - 2 7-day cruises.
Large list of literature where the scale comes from pg 125 - FOLLOW UP ON
pg 128 scale itself with 25 items.....check it out.