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.
Retaliatory Behavior (Complaining for Publicity)
The scale is composed of seven-point Likert-type items intended to measure the extent to which a customer (the first party) who was dissatisfied with a company (the second party) expressed his/her dissatisfaction to an organization (a third party) with the hope that the information would be disseminated to relevant publics (the fourth party).
Key Words