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 scale is composed of three, seven-point Likert-type statements that measure the degree to which a person believes that he/she has the material things he/she wants and can afford to buy whatever else is desired. The scale was referred to as money-luxury by Thomson (2006).
Three, seven-point Likert-type items are used to measure the degree to which a consumer was sure that a service provider would resolve a problem about which a complaint had been made.
This scale uses five items to measure how deceived and exploited a customer of a business feels as a result of some event such as a service failure.
The scale is composed of Likert-type items measuring the extent to which a person believes it is appropriate for consumers to complain when they experience a dissatisfying transaction.
The scale has four, five-point Likert-type items that assess the degree to which a person believes that changing service providers will require time and effort in order to initiate the relationship with the new provider.
Three, seven-point Likert-type statements are used to measure a person's concerns about the time and effort perceived to be required to find and setup a relationship with a new provider if he/she were to switch. The type of provider examined by Bell, Seigyoung, and Smalley (2005) was a financial adviser.
The four, five-point Likert-type statements measure the degree to which a person believes that changing service providers would mean losing the enjoyment of interacting with particular employees of the current service provider whom the person had come to know over time.
The scale is composed of eight, seven-point statements measuring the degree to which a customer of a service provider plans to continue receiving services from the provider or, instead, intends to switch to a competitor.
Three, five-point statements are used to assess the degree to which a person believes that changing service providers will involve losing economic benefits which had been earned over time with the previous provider, e.g., points, discounts, rewards.
The degree to which a person identifies with the image of his/her service provider is measured using three, five-point Likert-type statements. It is somewhat like a measure of company/consumer image congruity. As used by Burnham, Frels, and Mahajan (2003) in the context of switching service providers, the scale taps into the "loss" one perceives would be incurred by not being associated with the current provider's image anymore.
