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I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope


Three, seven-point Likert-type items are used to measure the degree to which a consumer was sure that a service provider would resolve a problem about which a complaint had been made.

Three, nine-point items are used to measure the stated probability a customer would voice his/her opinion to a service manager and demand a refund because of a negative service-related experience. As phrased by Bonifield and Cole (2008), the statements were hypothetical because the subjects in their study were asked to respond to an incident in a video they watched. Simple rephrasing of the items enables them to be used when customers have actually experienced something (when it is real rather than hypothetical).

The intended purpose of this five item scale is to measure the degree of self-assuredness someone has about an attitude toward some object.

The scale is composed of four Likert-type statements that measure the degree to which a person views a company as supporting a cause because various groups important to it (customers, employees, society in general) expect it to do so.

The scale uses three, five-point statements to measure the likelihood that a person who is familiar with a website will go back to it sometime in the future. Due to the phrasing of one of the items, the website should have some sort of subscription aspect to it such as with the online versions of newspapers and magazines.

A three-item, seven-point Likert-type scale is used to measure the self-reported likelihood that a consumer will shop at a specified store as well as recommend it to others. Baker, Levy, and Grewal (1992) called the scale willingness to buy while Baker et al. (2002) as well as Grewal et al. (2003) referred to it as store patronage intention.

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, ten-point semantic differentials are used to measure the level of general satisfaction a customer has with a certain service provider. The scale appears to combine aspects of disconfirmation with a comparison to the "ideal" provider.

The scale is composed of four, five-point items that measure the level of general satisfaction a consumer expresses towards a service provider, with an emphasis on how well the service provider is viewed compared to the ideal provider.