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
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.
The scale is composed of four, five-point items intended to measure the perceived potential "costs" of changing service providers that have to do with the time and effort needed to search for information regarding alternative providers and analyzing that information in order to make a decision.
The six item, five-point Likert-type scale is intended to measure the perceived potential "costs" of changing service providers that have negative performance, financial, and/or convenience consequences.
The scale is composed of four, five-point Likert-type statements that measure the type of perceived potential "costs" of changing service providers that have to do with the time and effort needed to develop the knowledge and skills needed to interact effectively with a new service provider and its products.
Three, seven-point Likert-type statements are used to measure the degree to which a consumer believes it is not worth it to change from one thing to another, such as changing service providers or brands. The switch examined by Meuter et al. (2005) had to do with a new method of ordering prescription refills. The authors referred to the scale as inertia.
