Wednesday Research Seminar Series - How do we measure the intangible? Overcoming the measurement challenge in services
- Wednesday, 13 March 2024
- 4:00 PM GST
- Oasis Theatre and via Microsoft team platform
- Click here to join the meeting
We are pleased to invite you to our Wednesday Research Seminar. It will be held online on 13th March from 1.45pm via Microsoft team platform. Wednesday Research Seminar Series was launched in 2008 and has featured more than 350 presentations to date. The seminars provide a forum for researchers to share their work. Presenters include faculty from Middlesex University Dubai and other universities in the United Arab Emirates, as well as researchers from other global institutions. Diptiman will deliver seminar on:
“How do we measure the intangible? Overcoming the measurement challenge in services"
Diptiman Banerji
Abstract
Measuring service tangibility and intangibility aspects has been of interest to service researchers. While the Likert rating scale has been widely employed for measuring mental intangibility or its dimensions, it is not free from issues such as different anchoring, that is, the same words pointing to different attitudes and understandings for different individuals. The present study proposes the usefulness of a discrete choice experiment (DCE), where respondents are asked the same questions (i.e., items) and are presented with a scale while dichotomizing the possible responses for each scale item. We demonstrate that our proposed method is accurate and generalizable across contexts and samples in multiple studies. The DCE method gives managers a better way to measure intangibility or similar service constructs like service quality, which can help them manage their service offerings and make customers happier.
Presenter Bio
Diptiman Banerji (Ph.D.) is a Professor of Marketing at the O.P. Jindal Global University's Jindal Global Business School, India. His research work has been published in reputed journals like the Journal of Macromarketing, Journal of Computer Information Systems, Journal of Business and Industrial Marketing, International Journal of Consumer Studies, Asia Pacific Journal of Marketing and Logistics, International Journal of Retail and Distribution Management, Journal of Strategic Marketing, AMS Review, and Health Marketing Quarterly, among others. He was a winner of the Emerald Literati Award 2019 for "Outstanding Paper" for his International Journal of Retail and Distribution Management publication and the "Highly Commended Award" at the 2019 IRSSM Dubai symposium and the 2022 IRSSM India symposium (sponsored by the Journal of Service Management).
Look forward to seeing you at the seminar!