| Convenience is an important concern for managers and has been studied in both product and services marketing contexts. This study had three purposes: (1) to develop measurement scales for access, transaction and benefit convenience, (2) to assess the psychometric properties of these scales, and (3) to investigate the relationship between these three dimensions and overall satisfaction.; Utilizing Berry et al.'s (2002) service convenience framework, survey data was collected from 188 respondents within the context of personal cellular phone usage. Structural results indicated higher levels of access and benefit convenience to be significantly associated with increased overall satisfaction. However, the transaction convenience and overall satisfaction association was not significant.; Theoretically, this research contributes three psychometrically valid scales measuring access, transaction, and benefit convenience. Furthermore, it extends Berry et al.'s (2002) propositions by empirically testing how the convenience of obtaining a service influences overall satisfaction with the service provider. Managerially, this study provides evidence that the consumer may value some conveniences more than others, indicating the need for careful investment and development. |
