Rossiter, John R. - In: Service Science 1 (2009) 4, pp. 212-224
</i> requirement for a valid measure is content validity, which comprises item-content validity and answer-scale validity (see Rossiter … Sciences</i>, Springer, forthcoming). The present article begins by criticizing the content validity of E-S-QUAL (Parasuraman … <i>components</i> of e-retail service (thus ensuring high item-content validity), which are rated in terms of behavioral …