I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
salespeople
Six items are used to measure the belief that a particular salesperson engaged in questioning and answering in an attempt to convince one that he/she (the consumer) would benefit from a suggested product solution.
The scale has six items that measure the degree to which a consumer believes a particular salesperson with whom he/she has interacted tried to build a rapport and an emotional connection between them prior to or along with discussion of sales issues.
Using six items, the scale measures the belief that a particular salesperson with whom a consumer interacted used compliance tactics based on immediate, superficial factors (threats and promises) not directly related to the product itself.
A customer’s belief that a service agent’s performance was good and, in fact, better than expected is measured with three, seven-point Likert-type items.
The belief that a salesperson was “redirecting” one’s attention by pushing him/her to purchase a product other than the intended one is measured using three, seven-point Likert-type items.
The scale has six items that are used to measure the degree to which a customer believes a particular salesperson is competent and has high integrity.
Six, seven-point Likert-type items are used to measure how much a customer feels some control over the interaction with a salesperson by actively participating in a discussion of goods and/or services appropriate for his/her needs.
The scale has four, seven-point Likert-type items that measure how much a customer enjoys the relationship with a particular salesperson and believes he/she provides extra service in order to improve the relationship.
Three, seven-point items compose the scale and measure how much a customer believes his/her best interests are guiding a particular salesperson’s efforts to solve one’s problem.
With four, seven-point Likert-type items, the scale measures the degree to which a customer believes a salesperson was using high-pressure sales tactics and pushing him/her to make a decision prematurely.
