The Application of Generalizability Theory into Optimization of a Measure of Retailers' Service Quality

Based on Generalizability Theory,this paper assesses and optimizes a measure of retailers' service quality.Two kinds of measurement design are compared from the perspectives of reliability and cost.The results obtained suggest that,in attainment of same measurement reliability,the cost of cross-designed measurement is far lower than that of hybrid-designed ones,and multi-item measure is costly for solving the proposed measuring problem as it needs more items to achieve high reliability.