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
Using three, five-point Likert-type items, this scale measures the quality of a product with the focus on the improvement it makes in one's productivity. The scale is best suited for a innovation which has benefits of a functional nature as opposed to hedonic or social.
Three, five-point Likert-type items are used in this scale to measure the degree to which a customer believes his/her involvement in the service process produced a better relationship with the service provider.
The scale measures the degree to which a customer believes he/she receives better quality service due to his/her involvement in the service process. Five, five-point Likert-type items compose the scale.
The scale measures the degree to which a consumer believes a product he/she designed is attractive and desirable, Two slightly different versions of the scale were used by Moreau and Herd (2010; Moreau 2012). Both versions used six items with a nine-point response format.
The degree to which a person believes that brands made in his/her country are of higher quality and more associated with domestic consumption than foreign brands is measured with five, semantic-differentials.
This scale uses three, seven-point Likert-type items to measure the degree to which a person believes that a particular website is the simple to use and fast.
This scale has six, seven-point Likert-type items that measure a person's attitude regarding the degree to which a particular website can be counted on to provide accurate information about products and their prices as well as to deliver orders as promised.
The degree to which a person believes that a particular website is safe and protects customer information is measured in this scale with three, seven-point Likert-type items.
The scale is composed of six statements measuring the utility resulting from the perceived quality and anticipated performance of a particular brand of a product. One way the scale is distinguished from that of a satisfaction scale is that it could be applied at various stages during the purchase decision process whereas satisfaction is usually measured after the decision.
The scale uses five, seven-point Likert-type items to measure a customer's belief that it is easy to do business with a company because of the helpfulness of its employees.
