The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Attitude Toward the Company’s Altruism (Positive)
The degree to which a person believes that a particular organization cares about its customers and is helpful is measured with this five-point scale. A two and a four item version are discussed. While the scale was made for use in the hospitality industry, it could be easily used with many other businesses as well. With a minor change in one of the items, the scale could be used with non-businesses as well.
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