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Scale Reviews

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Testimonial

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

quality

Composed of three, five-point Likert-type items, the scale measures the degree to which a consumer believes that a particular website, most likely an online retailer, provides ways for customers to reach them and even speak with a live representative if desired.

The scale has three, five-point Likert-type items that measure the degree to which a customer believes that products he/she purchased from a particular online retailer arrived in acceptable condition, with no major damage.

With three, five-point Likert-type items, the scale measures a customer’s belief that a particular online retailer delivers exactly what customers have ordered.

How much a customer believes that a particular online retailer manages product returns and guarantees in an acceptable manner is measured with three, five-point Likert-type items.

How much a person likes a product’s quality as well as the way it looks is measured with three, five-point items.  The scale is “general” in the sense that it can be easily customized for use with a wide variety of objects. 

The scale has three, nine-point semantic differentials that measure how enduring and long-lasting a particular object is judged to be.  The scale appears to be most appropriate when used to describe physical objects (furniture, cars, electronics) rather than non-physical entities (emotions, faith, relationships).

Three, nine-point Likert-type items are used to measure the degree to which a person believes an object has a special intangible quality, something that can be viewed as its “essence” or “aura.”

Six semantic differentials are used to measure a consumer’s attitude about a retailer, with the emphasis on beliefs that could be considered most relevant when comparing online retailers.

Three, seven-point Likert-type items are used to measure the degree to which a consumer believes that a store offers good quality that is better than the competing stores.

With four items, the scale measures the degree to which a product is believed to be genuine and original in some unstated way.