Consumers' Service Involvement: An Exploratory Examination

Abstract

While product involvement has received considerable attention in the research literature on consumers, service involvement has received comparatively little despite its potential usefulness. The present study utilized a survey to explore descriptively 231 consumers' involvement across six services. To this end, the factor structure, internal consistency, and subscale relationships were examined for the Revised Personal Involvement Inventory, which was developed within a goods context by McQuarrie and Munson in 1986. Further, the relations of scale dimensions to selected outcome measures were assessed. Over-all, it appears the use of this measure of involvement holds promise for researchers and practitioners as a means for gaining insights into consumer-service relationships and as a marketing tool.