Purpose – The purpose of this paper is to provide insight into the temporal development of the customers' psychological state, described by a multitude of constructs, throughout the whole decision‐making process in a service context in order to derive ideas for customer‐focused...

Purpose: Psychometric analyses of self-administered questionnaire data tend to focus on items and instruments as a whole. The purpose of this paper is to investigate the functioning of the response scale and its impact on measurement precision. In terms of the response scale direction, existing...