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
The scale has three, seven-point Likert-type statements that are used to measure the degree to which it is believed that a business one has recently interacted with has resolved a particular problem in a satisfactory manner.
Five, seven-point Likert-types statements are used to measure one's global attitude about his/her life. The measure seems to tap more into cognitive aspects of the attitude rather than the affective aspects. Arnold and Reynolds (2009) used a three item subset of the scale.
The scale is composed of four statements that measure the level of satisfaction a consumer believes he/she would experience if a certain set of events transpired.
This semantic differential scale measures a consumer's degree of satisfaction with something specific rather than his/her overall level of contentment in life. The scale may be most suited for measuring a consumer's satisfaction with another party with whom a transaction has occurred or with whom a relationship has developed.
The scale has been used to study salespeople (Oliver and Swan 1989a; Reynolds and Beatty 1999a, 1999b), hairstylists (Price and Arnould 1999; Bansal, Taylor, and James 2005), banks (Jones, Mothersbaugh, and Beatty 2000), and auto repair facilities (Bansal, Irving, and Taylor 2004; Bansal, Taylor, and James 2005; Thomas, Vitell, Gilbert, and Rose 2002).
The scale has three, five-point Likert-type statements that measure the extent to which a customer believes an airline has policies for satisfactorily addressing problems that arise as part of providing its service.
Three, five-point Likert-type statements are used to measure the extent to which a customer believes the employees of a store or company satisfactorily solve problems that arise as part of a service exchange.
Three, five-point Likert-type items are used to assess the degree to which a customer believes a store has policies for satisfactorily addressing problems that arise as part of service exchanges. The emphasis in the statements is on the ease of returning items.
Seven, seven-point Likert-type statements are used in the scale. Together they measure the degree to which a person expresses commitment to buying from a certain e-retail website in the future and not switching to another website. The scale was referred to as e-loyalty by Srinivasan, Anderson, and Ponnavolu (2002).
Depending somewhat on the version used, the scale measures the degree to which a customer of a business expects to continue buying from it in the future and/or engages in positive word-of-mouth communications about it. Due to the particular subsets of items used by Srinivasan, Anderson, and Ponnavolu (2002) and Verhoef, Franses, and Hoekstra (2002), they referred to their scales as word-of-mouth and customer referrals, respectively.
A customer's beliefs regarding the fairness with which he/she was treated by a particular firm's personnel in its efforts to deal with a problem is measured with four, seven-point Likert-type items.
