Using consumer perceptions to operationalize the service construct: Exploratory research in theory extension and validation

Despite the ascendancy of services marketing as a topic of interest, an absence of empirical validation measures and well‐grounded research techniques in the area is evident. This article explores the need for marketing to develop an approach by which services marketing empirical research can be advanced. A methodology is proposed that operationalizes the service construct by identifying consumer perceptions of goods and services, and which provides a practical basis for conducting empirical research. Empirical evidence is offered that suggests strong reliability and face validity in support of this approach. © 1995 John Wiley & Sons, Inc.