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!
satisfaction
The degree of a customer's annoyance with a business and/or its employees because of some sort of service failure is measured in this scale using three, six-point items.
Four, seven-point Likert-type items are used to measure the degree to which a customer believes his/her relationship with a company is based on the personal service that comes from being treated as an individual.
To measure a customer's level of attachment to a business, this scale uses five, seven-point Likert-type items. The scale is similar in nature to several measures of commitment in the database. This one was called customer-company identification by Homburg, Wieseke, and Hoyer (2009).
This scale is composed of five, five-point items that are intended to measure the likelihood of a customer reacting to a service failure by expressing his/her anger to the service employee(s) with hostile gestures or threats of violence.
Three, seven-point items are used for measuring the degree to which a consumer is satisfied with the product-related aspects of a shopping area. As described subsequently, the shopping area studied by Dawson, Bloch, and Ridgway (1990) was a crafts market.
A three-item, seven-point scale is used to measure the level of disconfirmation in beliefs a consumer has toward a particular camera. Disconfirmation refers to the results of the comparison made between expected product performance and actual performance.
A three-item, five-point scale is used to measure the degree to which one reports that something has made him/her feel nervous and fearful. Mano and Oliver (1993) referred to the scale as distress.
These ten, five-point Likert-type items are intended to measure the degree of value a consumer places on the offer extended to him/her by a former service provider in an effort to reacquire his/her business after having defected. The scale was called win-back offer worth (WOW) by Tokman, Davis, and Lemon (2007).
The scale is composed of three, seven-point Likert-type items that measure the degree to which a customer personally has complained to a business about a problem with the purpose of seeking revenge by inconveniencing it and verbally abusing its employees.
Three, seven-point Likert-type items are used to measure the extent that a customer expressed dissatisfaction to a third-party about a problem with a business and sought the party's advice about seeking redress.
