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| Scale Development and Validation of Customer Service Appropriation |
| ZHOU Tianshu，MA Qinhai，YANG Yong，CHEN Haifeng |
| 1. Northeastern University, Shenyang, China;2. Northeastern University at Qinhuangdao, Qinhuangdao, Hebei, China |
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Abstract Based on the literature review, the concept connotation of customer service appropriation is defined. The initial items of customer service appropriation are developed through focus group interview, open questionnaire survey and coding technology of grounded theory. An 8 items scale is developed through pre-investigation and formal investigation by applying reliability analysis, factor analysis, and other statistical methods. Then selecting customer engagement and customer emotion as criterion variable, a conceptual model “customer service appropriation-customer emotion-customer engagement” is built based on the theory of engagement to test the effects of the scale and explore the impact of customer service appropriation on customer engagement. The results indicate that customer service appropriation positively effects customer engagement, and customer emotion plays a mediate effect in this relationship.
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Received: 06 March 2020
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