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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

restaurant

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.

Four statements are used to measure the extent to which a customer in a retail establishment near the time it is set to close courteously interacted with employees as they engaged in behaviors related to closing the store.

A person's expressed likelihood of making positive comments about something specific is measured in this scale with four, five-point Likert-type items.  Although the items were written with respect to a restaurant, they appear to be amenable for use with a variety of things such as brands, companies, and possibly even salespeople.