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.
Value of Win-Back Offer
These ten, five-point Likert-type items are intended to measure the degree of value a consumer places on the offer extended to him/her by a former service provider in an effort to reacquire his/her business after having defected. The scale was called win-back offer worth (WOW) by Tokman, Davis, and Lemon (2007).