I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
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.
