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Keywords: Dynamic measurement scales
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2025) 39 (7): 787–799.
Published: 27 May 2025
... of AI-generated dynamic measurement scales across multiple service contexts. Service contexts encompass both traditional and digital environments. While traditional measurement theory emphasizes scale invariance and construct stability (MacKenzie et al., 2011), contemporary service environments...
