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.
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.
