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
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.
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.
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.
Four, seven-point semantic-differentials are used to measure the degree to which a customer expects the cause of a service failure to persist over time. The scale was called attributions of stability by Hess, Ganesan, and Klein (2003).
A customer's belief that a certain problem with respect to service delivery is typical is measured in this scale using three, seven-point semantic differentials.
The scale has three Likert-type statements that measure the level of satisfaction a customer received from shopping at a particular store. The emphasis of the measure is on the ease of returning products and/or exchanging them.
Three, ten-point semantic differentials are used to measure the level of general satisfaction a customer has with a certain service provider. The scale appears to combine aspects of disconfirmation with a comparison to the "ideal" provider.
