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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

reciprocity

The scale measures the degree to which a customer believes that the relationship between him/her and a particular service firm is such that the parties are genuinely willing to help each other and put the other’s needs above their own.  Eight, seven-point Likert-type items compose the measure.

Four, seven-point Likert-type items measure a customer’s belief that his/her relationship with a particular service firm is such that the parties look out for their own interests first and foremost.

With three, seven-point Likert-type items, the scale measures a customer’s belief that a particular deal he/she has negotiated with a business provides equal benefits for both parties.

Four, seven-point items are used to measure the extent to which communication with a website is perceived to be reciprocal or to allow mutual action.

The scale is composed of six, seven-point Likert-type statements that measure the degree to which a person believes that his/her support of a particular organization is truly appreciated.