Confronto tra "scale a somma 100" e scale di Likert: elementi per la costruzione delle "scale a 100 punti". Una valutazione del servizio bancario

In this article the method of the “one hundred sum” scales is compared to the Likert type scales. This comparison is made in the field of bank marketing. Given that the economic world is characterized by situations of constant variability and turbulence, the quality of customer services assumes great importance and much research has been carried out. This study, aiming to find out how quality services are evaluated using a sample of 530 subjects, can be included in this field. The study is carried out in three phases, in which an adapted Likert scale is used, and two types of the one hundred scale are proposed. One is the classic type in which subjects have 100 points to be distributed among the items; the other one is modified, with subjects having 100 points available for each single item. Significant correlations are revealed with the Likert method for each type of scale, and above all when using the “one hundred points” scale. In the latter the items are less interconnected and, consequently, the modalitiy of reply is more similar to the Likert scale one. The one hundred scales are, therefore, proposed as a quick and easy to use instrument, and also as a substitute for scaling methods which are heavier and more complex for the administration, reply and statistical analysis points of view.