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Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

satisfaction

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.

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.

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.

The degree to which a customer who lodged a complaint thinks that the resolution of the problem was appropriate is the subject of the scale. In the study by Tax, Brown, and Chandrashekaran (1998) the respondents were given this scale after being told to remember a recent service experience that led to their lodging a complaint. Similarly, in Smith, Bolton, and Wagner (1999; Smith and Bolton 2002) subjects were asked to imagine a visit to a service provider they had been to before and what they would do if a service failure occurred.

The scale has been used to measure the degree to which a consumer's expectations regarding a decision are not met. The three-item version has been used most (Oliver 1993; Oliver and Swan 1989a, 1989b; Wallace, Giese, and Johnson 2004, Westbrook 1987), but a two-item, seven-point version has been used as well (Oliver 1980).

The scale measures the relative value of a specified brand to a consumer compared to similar competing brands due to its name (above and beyond its features and quality).  It is composed of four, five-point Likert-type statements.

Five, seven-point Likert-type statements are used to measure the degree to which a customer believes that competiting service providers could do a better job than one's current service supplier.