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.
Reciprocity Motivation (Mutual Interest)
The scale measures the degree to which a customer believes that the relationship between him/her and a particular service firm is such that the parties are genuinely willing to help each other and put the other’s needs above their own. Eight, seven-point Likert-type items compose the measure.
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