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Scale Reviews

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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.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

Commercial Friendship (Current)

The eleven-item, seven-point scale is used to measure the extent to which one person in a professional relationship considers the other party to be a friend. One party is the service provider and the other is the service receiver (client, patient, customer). Very slight changes in the scale can be made to measure either the client's perspective or the service provider's. The scale touches on three key facets of the construct: instrumentality, sociability, and reciprocity. The type of service provider studied by Price and Arnould (1999) was a hairstylist.