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
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.
The belief that a certain website is of high quality, particularly with respect to its design and content, is measured with three, seven-point Likert-type items.
The scale used three items to measure the degree to which a person believes that a particular set of employees express caring and attention to customers. This scale does not measure empathy in the sense of one person experiencing the feelings on another but rather employees doing things within their power to show concern for customers.
With three, seven-point uni-polar items, the scale measures the quality and usefulness of a review that a person has read. The object of the review is not stated in the scale items themselves but has to be provided to participants in the instructions or the context. The scale seems to be flexible for use with a wide variety of things that could be reviewed, e.g., products, companies, charities, political candidates.
