The Marketing Scales website is a gold mine of information. It is the only source that helps me understand the psychometric quality of the instruments used in past research. I recommend that researchers bookmark this site . . . they will be back!
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.
