Abstract
Personal values have long been considered an important variable in understanding consumer purchasing behaviors. Although research on values has been performed in a wide range of social disciplines, this variable has never been operationalized in the service management ontext. In this paper we develop a scale that measures the personal values that are associated with buying a service: the Service Personal Values (SERPVAL) scale. Insights from an empirical study of 386 service users indicate that this scale is multi-dimensional. It presents four dimensions of service value to 1) living comfort, 2) peaceful life, 3) social recognition, and 4) social integration. Discussion centers on implications of this scale to theory and to managerial development of services strategies. Directions for future research in services management and personal values are also presented.
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