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Testimonial

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.
Dr. Terry Childers
Iowa State University

satisfaction

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 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.

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.

Seven-point Likert-type statements are used to measure a customer's thoughts regarding the degree of costs (time, money, and effort) that would be associated with changing service providers. Ganesh, Arnold, and Reynolds (2000) referred to their scale as a measure of dependence.

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 scale has three, seven-point semantic differentials that measure the degree to which a certain problem that could be experienced at a business is viewed by a consumer as being very important rather than trivial.