Revised Personal Involvement Inventory for Services

Whilst considerable attention has been devoted to the development and refinement of involvement scales for physical goods, only scant attention has been given to this research in the services literature. This paper provides an empirical examination of a 10-item involvement scale across four services (exercise club, life insurance, furnace overhaul, and income tax). Results of the study indicate that, in a services setting, involvement appears to be a 2-dimensional construct, importance and interest. Lovelock's (1983) classification was used as the basis for selecting four services investigated in this study.