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Testimonial

The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

restaurant

The scale has three, seven-point items that measure how much a person believes the review of an experience written by someone else is specific in its details rather than general.

With four items and a seven-point Likert-type response format, the scale measures the degree of concern a person has about tipping at a particular service-related retail establishment.  The scale is flexible for use in a variety of contexts in which tipping is relevant. 

The scale is composed of four, seven-point items that measure a consumer’s likelihood of going to a particular restaurant in the unspecified future.

The degree to which a person believes that a particular organization cares about its customers and is helpful is measured with this five-point scale.  A two and a four item version are discussed.  While the scale was made for use in the hospitality industry, it could be easily used with many other businesses as well.  With a minor change in one of the items, the scale could be used with non-businesses as well.

With four, seven-point Likert-type items, the scale measures the degree to which a person believes a particular place is unique in the sense that it has distinctive characteristics not found in other places it might be compared to.

The extent to which a person has a positive sentimental attachment to a particular place due to some event(s) that occurred there is measured using four, seven-point Likert-type items.

The likelihood of engaging in certain loyalty-related activities are measured with this seven-point scale.  Versions with three, four, and six items are discussed.  While the scale might be adapted for use with a variety of businesses, it is most suited for hotels and restaurants.

The degree to which a customer is glad about a decision he/she made and believes that it was the right decision is measured with three, seven-point Likert-type items.

Three, seven-point Likert-type items are used to measure a customer’s belief that the food in a meal is of high quality and has premium ingredients.  The scale does not measure how the food tastes per se.

A consumer’s global evaluation of a service experience is measure with three, nine-point bi-polar adjectives.