The Marketing Scales Handbook is indispensable 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.
Attitude Toward the Service Provider (Social Failure)
The degree to which a person believes that an employee who has provided some service did not have an appropriate demeanor is measured in this scale using three, 10-point Likert-type items. The scale was called social failure by Chan, Wan, and Sin (2009) to emphasize the distinction they made between this type of service failure and one that was related to the something unrelated to the provider, such as the food quality of a restaurant.
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