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.
satisfaction
Three, ten-point items are used in this scale to measure how well a customer’s experiences with a brand compare to his/her expectations and the ideal product.
Four, seven-point Likert-type items are used to measure the degree to which a consumer expresses having an enjoyable experience with a purchased product he/has worked to create with the producer.
The degree to which a person is happy with a resort and pleased with his/her service experience there is measured with a seven-point Likert-type scale. Three slightly different versions are described. One directly measures satisfaction, another directly measures dissatisfaction, and the third one has greater emphasis on the service experience.
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.
Four, five-point Likert-type items measure a customer's attitude toward his/her current and future purchases of the brand.
The scale has three, five-point Likert-type items that measure a person’s overall attitude toward the customer service dimension of a particular retailer’s website.
Using three, five-point Likert-type items, the scale measures a customer’s overall attitude toward the security and privacy facets of a particular retailer’s website.
Using three, ten-point items, the scale measures a customer’s evaluation of the quality of a brand's goods and/or services based on recent consumption experiences.
Three Likert-type items are used to measure the degree to which a person would make a different choice if possible given an outcome that has occurred to a decision he/she made.
With three, nine-point items, the scale measures a customer’s belief that the performance of a particular store or company met his/her expectations and that a good decision was made.
