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.
Loyalty to the Service Provider
With three, seven-point Likert items, the scale measures how much a customer will return to receive service from a particular provider in the future. The items are phrased hypothetically but a very slight change in wording can make the scale relevant for use with an actual business relationship.
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