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personal

Four, five-point Likert-type statements are used to measure the extent to which a customer of some organization perceives that its employees relate to customers as people.

Three, seven-point Likert-type items measure a customer's attitude about the interaction that occurred between him/her and an employee of a service provider as it pertains to the degree to which the employee used the customer's name when speaking to him or her. In the study by Winsted (1997), respondents were asked to think of a recent encounter with a waiter or waitress in a restaurant.

The scale measures the degree to which a person's moral philosophy assumes that the propriety of actions should be judged on the basis of the context of time, culture, and place rather than some set of universal moral rules.  Ten, five-point Likert-type items composed the scale.

This four-item, five-point Likert-type scale is used in measuring the number of times in the previous two years that a customer recalls a personal source providing information that led to questioning the value of his/her insurance policy. The personal sources were individuals other than those working for the insurance company.