Constructing a value co-destruction behavior scale in business-to-customer service context

This paper develops a value co-destruction behavior (VCDB) scale in the business-to-customer (B2C) service context. It uses a multi-method and multistage design, which is consistent with the method of developing and validating psychometric scales. That is, in the first stage, we focus on the development of measurement items designed to reflect the conceptual attributes of VCDB. The second stage determines whether the measurement items are established as an indicator of VCDB and whether their reliability values are acceptable. The third stage tests to what extent the measured items represent the structure of VCDBs and their reliability and convergent and discriminant validity. Finally, the nomological validity of the VCDB scale is tested. Through qualitative induction and three quantitative studies, this study constructed a multidimensional VCDB scale, composed of bad employee resource integration behavior, bad customer resource integration behavior, bad employee interpersonal interaction behavior and bad customer interpersonal interaction behavior.