Usage Role Clarity

What it measures

Five seven-point Likert-type items assess a consumer's clarity regarding how to effectively and correctly use a specified product or service. Items tap certainty, knowledge of proper usage, role expectations, clarity of process steps, and absence of vague directions. The scale conceptualises usage clarity as a form of role clarity relevant to co-production contexts, particularly self-service technologies.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• I feel certain about how to effectively use the __________.
• I am NOT sure how to use the __________ properly. (r)
• I know what is expected of me if I use the __________.
• The steps in the process of using the __________ are clear to me.
• I believe there are only vague directions regarding how to use the __________. (r)

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

Usage notes & scoring

Alphas of .96 (Study 1) and .94 (Study 2). CFA measurement model fit was acceptable with significant factor loadings and discriminant validity evidence. Developed for self-service technology contexts; the name of the focal good or service should be placed in the blanks.

Citation

Meuter, M. L., Bitner, M. J., Ostrom, A. L., & Brown, S. W. (2005). Choosing among alternative service delivery modes: An investigation of customer trial of self-service technologies. Journal of Marketing, 69(2), 61–83.

Keywords