The Marketing Scales website is a gold mine of information. It is the only source that helps me understand the psychometric quality of the instruments used in past research. I recommend that researchers bookmark this site . . . they will be back!
interaction
The measure is intended to capture the degree to which a person reports that the other party in a transaction gave an explanation for a problem that occurred with a service that was provided. The context in which the respondents were given this scale was after being told to remember a recent service experience that led to their lodging a complaint. Four, five-point Likert-type items compose the scale.
Six, five-point Likert-type items are used to measure the degree to which a person uses the web because it provides an experience that is both exciting and manageable.
This scale is used to measure the degree to which a customer expresses intent to continue doing business with a particular service organization. The context in which the respondents were given this scale was after being told to remember a recent service experience that led to their lodging a complaint. Four, five-point Likert-type items compose the scale.
Twenty-four items in six subscales use a nine-point response format to measure the degree to which a consumer perceives that a particular salesperson engaged in behaviors that reflected sincere concern for the customer´s needs rather than just trying to make a sale.
Three Likert-type items measure the degree to which a customer is satisfied with the interaction he or she has had with a particular salesperson.
This is an eight-item, five-point Likert-type scale measuring the number of times a customer indicates having been contacted by his/her agent in the previous two years. Crosby and Stephens (1987) used the scale with policy owners and asked them to respond with regard to their insurance agents.
This seven-item, five-point Likert-type scale measures the degree to which a customer perceived a salesperson to have been friendly and helpful. Williams and Spiro (1985) viewed this scale as measuring the interaction-oriented dimension of customer communication style, which stresses enjoyment and maintenance of personal relationships to the possible extent of ignoring the task at hand.
