Attitudes towards banking services: A validation of measure instruments

In this study the method of the one hundred sum scales is compared to that of the Likert type scales. The two types of scale are characterized by a different relationship between the items: for the Likert scale they are independent, in the sense that the responses are not connected, whilst for the one hundred sum scale the responses are interconnected. This comparison is carried out in the field of bank marketing. Given that the economic world is characterized by a constant variability, the perception of the quality of customer services is of great importance. In this study the evaluation of this quality was revealed by analyzing a sample of 140 customers. This study allowed a concurrent validation of the two instruments: the two measures are, in fact, correlated, as shown by the test of a structural equation model (Lisrel 8, Jöreskog & Sörbom, 1993). It is worthwhile to use both techniques. In fact, the Likert scale allows the assessment of the importance of the single attributes, whereas the one hundred sum scale stimulates subjects to grade, that is to express preferences among attributes which, on the Likert scale, can be evaluated as being of equal importance.