Self-Image Congruence with Service Provider

What it measures

A four-item likert scale designed to measure the degree to which a customer believes that a certain service provider and its customers match his/her self-concept.

Response format

5-point Likert (1=strongly disagree, 5=strongly agree)

Scale items

• Visiting this __________ helps achieve your image and character.
• Visiting this __________ helps reflect who you are.
• Visiting this __________ fits well with your image.
• Customers similar to you visit this __________.
• A generic name for the type of service provider should be placed in the blanks, e.g., hair salon.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Internal consistency (alpha = .88) was reported in the primary study. Convergent and discriminant validity evidence was provided by the original authors.

Citation

Chon, K.-S. (1992), “Self-image/Destination Image Congruity,” Annals of Tourism Research, 19 (2) 360–363.

Keywords