measured on a category scale such as “yes” or
“no”). For both quantitative units and qualitative
units, a five-point measurement scale for each service
characteristic was developed. For instance, the
“promptness of check-out” service characteristic is
measured in time (minutes) with the scales of 15
minutes, 12 minutes, 10 minutes, 8 minutes, and 5
minutes. The “staff appearance” service characteristic
is measured on an interval scale with the scales
of unattractive, somewhat attractive, attractive, very
attractive, and impressively attractive. Finally, the
“style of room equipment” service characteristic
is measured on a binary scale of “yes or no,” as