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.
complaining
The likelihood of a customer complaining and seeking redress from a service provider when he/she has had a dissatisfactory service experience is measured with seven, seven-point Likert-type items. The scale is “general” in the sense that the sentences do not refer to a particular experience but rather the typical inclination when one has had a dissatisfactory encounter.
The scale uses three, seven-point Likert-type items to measure the extent to which a customer wants to express his/her frustration and feelings about a particular company.
How much a customer avoids telling companies and brands what they are doing wrong is measured with four, seven-point Likert-type items.
With three, seven-point Likert-type items, the scale measures the extent to which a person contacted someone or an organization that has legal expertise and may help with a complaint against a party. (The party is not explicitly referred to in the scale but a fitting example would be a service provider.)
Using five semantic differentials, the scale measures the degree of aggravation and damage a customer intends to cause for a company. The scale stem implies that the person is taking punitive action because of something the company has done.
With four, seven-point items, the scale measures a person’s stated likelihood of challenging an action taken by an organization that he/she disputes and even escalating the issue if necessary.
Using three, seven-point items, the scale measures the degree to which a person is inclined to complain about a specified entity to other people. As currently phrased, the scale makes the most sense for use with a hypothetical scenario rather than as feedback about an actual event that has already occurred.
The extent to which a customer complained to friends, family, and others about a particular shopping experience is measured with three, five-point Likert-type items.
The subjective probability that a person will tell others about something is measured with three, seven-point semantic differentials. The measure is “general” both in terms of what is being talked about as well as the favorability of the responder’s opinion (positive vs. negative).
A person’s intentions to not only complain directly to the company but also to news media and multiple levels of government is measured with five, seven-point Likert-type items.
