Customer perceptions of discrimination in service deliveries: Construction and validation of a measurement instrument

This research details the development and validation of a perceived customer discrimination (PCD) scale that measures individual differences in customers' proneness to feeling treated differentially in the marketplace, especially during service interactions. Two studies identify the potential items and validate the PCD dimensions. In Study 1, with a sample of 235 respondents, factor analyses and comprehensive validation procedures reveal three dimensions that represent PCD in service deliveries. In Study 2, using a sample of 199 respondents, the authors confirm the three dimensions. The results suggest the usefulness of the PCD construct for providing advice for both practice and developing theory.