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.
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.
