This three-item, five-point scale is used to assess a person's experience with the fear-related emotion. The directions and response scale can be worded so as to measure the intensity of the emotional state at the present time or they can be adjusted to measure the frequency with which a person has experienced the emotion during some specified time period. One-word items were used in the study by Westbrook and Oliver (1991) and phrases based on those same items were used by Allen, Machleit, and Kleine (1992).
The scale has three, seven-point semantic-differentials that measure the degree to which a person describes an experience as being common and occurring frequently or as atypical and rarely happening. Although used by Hess, Ganesan, and Klein (2007) with regard to a service failure, the items themselves are general enough to apply to a wide variety of events one might experience.
Four, seven-point semantic-differentials are used to assess a customer's attitude regarding the extent to which an interaction that occurred with an employee is typical and widespread across an organization. As used by Hess, Ganesan, and Klein (2007) the interaction was negative but the items seem to be amenable for use when a positive experience has occurred. They called the scale attributions of globality.
This scale uses three, seven-point Likert-type items to measure how long a consumer has used a particular brand and the relative frequency with which the consumer currently uses it.
The three item, five-point statements measure how much a consumer has changed service providers in the recent past (e.g., two years). It is not clear from the items themselves if the responses are supposed to be limited to switching experience within an industry or over all but it would appear to be the former. That would need to be clarified for respondents in the scale instructions. Burnham, Frels, and Mahajan (2003) used another scale to measure this same (or similar construct) but it emphasizes familiarity with other providers rather than the rate of switching.
A customer's belief that a certain problem with respect to service delivery is typical is measured in this scale using three, seven-point semantic differentials.
Four, seven-point semantic-differentials are used to measure the degree to which a customer expects the cause of a service failure to persist over time. The scale was called attributions of stability by Hess, Ganesan, and Klein (2003).
Three, seven-point Likert-type statements are used to assess the relative number of times a person reports visiting a specified place. Hess, Ganesan, and Klein (2003) referred to the scale as number of past encounters with the organization.
The scale is composed of three, open-ended statements intended to measure the extent to which one watches television, the emphasis being on the number of hours spent watching TV per day.
The scale is composed of three, five-point Likert-type statements attempting to capture a consumer's relative sense of the amount of advertising that is conducted for a specified brand compared to its competing brands.
