Abstract
The measurement of service personal values has attracted the interest of scholars recently. However, the related scales’ dimensionality and generalizability have put a limit on the ordinary services and Western cultural boundaries. This paper presents a scale development in measuring the luxury hospitality service personal values construct in Confucian culture. The study employed a rigorous multi-stage scale development process with four separate studies. Resulting scale contains four dimensions: experiential life, self-enhancement, social recognition, and social integration. The scale proposes a new approach to measure customers’ personal values for luxury hospitality service consumption to reflect their unique and specific meanings in the Confucian culture. The findings support the positive relationship between the scale, and customers’ satisfaction and positive word-of-mouth. Also, theoretical and practical implications are discussed.
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