Primena hijerarhijskih latentnih modela u merenju percipiranog kvaliteta usluge
The Implementation of Hierarchical Latent Models in the Measurement of Perceived Service Quality
Apstrakt
Jedna od tema koja je već duži niz godina aktuelna u sferi marketinga odnosi se na modeliranje percipiranog kvaliteta usluga. Različiti autori su dali različita viđenja i objašnjenja kvaliteta usluge, najčešće identifikujući više nivoa i dimenzija koje ga determinišu. Pored definisanja osnovnih dimenzija kvaliteta usluge, postavlja se i pitanje prirode odnosa u samom modelu. U vezi sa tim, u radu su predstvaljeni reflektivni i formativni modeli, kao i njihove specifičnosti. Takođe, analizirana su i četiri osnovna tipa hijerarhijskih latentnih modela, koji se zasnivaju upravo na reflektivnim i formativnim vezama. Na osnovu pregleda relevantne naučne literature, u radu je predstavljen predlog modeliranja percipiranog kvaliteta usluge, kao i kriterijumi u vezi sa testiranjem tako postavljenog modela.
Abstract
One of the themes that has been topical in the marketing field for many years, refers to the modeling of perceived service quality. Different authors have provided different definitions and explanations for the quality of service, most often by identifying multiple levels and dimensions that determine it. In addition to defining the basic dimensions of service quality, the question that arises is related to the nature of the relationship in the model itself. In this regard, the paper presents reflective and formative models, as well as their specificities. Moreover, four basic types of hierarchical latent models, which are based on reflective and formative relations, have been analyzed. Based on the review of the relevant scientific literature, the paper presents a proposal for modeling the perceived service quality, as well as the criteria for testing this model.
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