I would like measure 7Ps (or 7Cs) in the hotel enterprises. How the guests perceive marketing mix effords of the hotel (management) such as price, promotion, place, product, person (people), psyhical evidences and process? So, I need a "customer based marketing mix scale". A discussion is needed...
Hi Serhat,
I do not know of any as yet. However the most commonly used method is the likert scale where a set of terms describing the different tenets of the 7Ps are stated on either a five point or a seven point scale for the guests to fill.
You could consult a book of marketing scales, it's possible to see the index in google books to see if there´s any scale that could adapt to what you need
I have followed 5 point likert scale to measure 4Ps of Marketing mix. After reviewing literature, i have noticed that likert scale technique helps to determine attitudinal based objectives. In my work we (me n my co-author) have tried to develop a index on 4Ps of marketing mix.
Dear Serhat, in one of my papers I used the attached Likert scale which concerns purchases of tourism products and services on-line. You might find it useful especially if you adapt it to what you are looking for.
I wish you success!
Dear Serhat
I wrote two articles that took measurement scales for the hotel in Patagonia, Argentina. I used a Likert-type scale to hotels.
Multidimensional Scaling Analysis in the Determination of Hotel Quality Dimensions–Patagonia, Argentina- Article in Journal of Quality Assurance in Hospitality & Tourism 4(1-2):111-128 · December 2002
Perceived Quality of Hotels in Neuquen Province, Argentina
Article in Journal of Hospitality & Leisure Marketing 13:79-102 · December 2004
I wish you success!!
Dear Serhat,
You would need to conduct an extensive literature search as the market demand and choices are also very diverse and unique in themselves.
Each component of the marketing mix has its own distinct set of scales. You might need to do separate literature search on each component of the marketing mix.
Thanks for all of these valuable responses. As seen here, i need to follow the literature deeply. I will also try to write the statements compatible with Likert type scale. By the way, If I encounter any scales about each of the components related to marketing mix, I will share it here with you and discuss on it here. And, special thanks for the shared publications in here. I will surely read them all.
Hi Serhat. I'd love to receive your feedback on this subject. Please publish here your findings as soon as you are ready. Good luck with your paper!
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