Development and validation of the Customer-Centered Behavior measure

The purpose of this study was to develop and validate a new measure of customer service job performance - the Customer-Centered Behavior (CCB) measure. The CCB measure draws on the content of over 15 existing measures, but captures in-role service performance focused on customer interactions in a multidimensional framework. Three studies were conducted to develop and validate the new measure. Study 1 addresses the item generation process and examines the initial factor structure. Results demonstrate that service behaviors are best represented as a second-order construct composed of three first-order factors - assurance, responsiveness, and recommendation behaviors. Study 2 confirms the factor structure and provides evidence for the measure's predictive validity. Finally, Study 3 provides evidence for incremental validity above other service performance measures.