| Abstract: | This paper presents research that uses cognitive and affective semantic differential scales to construct an attitude measuring instrument to be used in the services domain in the context of long applications to buy a service. The scales measure ‘Attitude to the Application Process’ (AAP) which represents satisfaction, as an internal ‘buying process’ attitude, which moderates the buying intention. Data collected over a three‐year period between 1996‐9, was analysed using exploratory and confirmatory factor analyses. The results provide evidence of a robust and useful cognitive scale. Although there were anomalies in the exploratory and confirmatory analysis of the affective scale, a robust scale is presented which represents either one or two factors. The whole measuring instrument of 14 items was developed as a means to access applicant attitudes during the application process to university — an extended and extreme application situation for first‐time consumers. The results identify that the instrument is sound and can be used in its original or modified form, depending on the context of the service‐process monitoring situation. The scales represent aspects of attitude not dealt with extensively in the literature and measure the perception of the application process as simple, open, friendly and helpful. These aspects of satisfaction mirror three attributes of service quality: assurance, responsiveness and empathy identified in previous research. Copyright © 2001 Henry Stewart Publications. |
