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The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

complaining

Using five semantic differentials, the scale measures the degree of aggravation and damage a customer intends to cause for a company.  The scale stem implies that the person is taking punitive action because of something the company has done.

With four, seven-point items, the scale measures a person’s stated likelihood of challenging an action taken by an organization that he/she disputes and even escalating the issue if necessary.

Using three, seven-point items, the scale measures the degree to which a person is inclined to complain about a specified entity to other people.  As currently phrased, the scale makes the most sense for use with a hypothetical scenario rather than as feedback about an actual event that has already occurred.

The extent to which a customer complained to friends, family, and others about a particular shopping experience is measured with three, five-point Likert-type items.

The subjective probability that a person will tell others about something is measured with three, seven-point semantic differentials.  The measure is “general” both in terms of what is being talked about as well as the favorability of the responder’s opinion (positive vs. negative).

A person’s intentions to not only complain directly to the company but also to news media and multiple levels of government is measured with five, seven-point Likert-type items.

Three, five-point Likert-type items are used to measure a person’s interpretation of a complaint made in a social medium as being more amusing than it was expressing a serious concern.

With three, five-point Likert-type items, the scale measures the degree to which a person interprets a complaint made in a social medium as expressing dissatisfaction because of a problem that has occurred.

A customer's likelihood of expressing criticism of a store and urging others not to shop there is measured with three items.

The scale has three, seven-point items that measure a person's expressed likelihood of advising friends, family, and others not to buy a particular brand.