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Testimonial

The Marketing Scales Handbook is indispensable in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

satisfaction

The scale measures the degree to which one reports experiencing a pleasing feeling. It appears like the scale can be used to measure the emotional response to a stimulus (e.g., Mano and Oliver 1993) or a mood that one feels prior to exposure to a stimulus of interest (e.g., Mano 1999).

The scale's three, seven-point items are intended to capture the extent to which a consumer has taken action after being dissatisfied with a product by going to the marketing channel member(s) perceived to have some responsibility for resolving the problem. Actions such as complaining to a marketer and returning products to a store are sometimes referred to as voice behaviors (e.g., Moorman 1998, p. 85). The timeframe referred to in the scale is a year and the product category is food; both of these appear to be amenable for change if need be.

Four, five-point Likert-type items compose the scale. The measure is intended to capture the degree to which a person thinks that the other party in a transaction was telling the truth. The context in which the respondents were given this scale was after being told to remember a recent service experience that led to their lodging a complaint.

The scale is intended to measure the degree to which a customer who has lodged a complaint thinks that it has been dealt with quickly. The context in which the respondents were given this scale was after being told to remember a recent service experience that led to their lodging a complaint.  Four, five-point Likert-type items compose the scale.

The items measure the degree to which a person reports that the other party in a transaction was pleasant and acted courteously. The context in which the respondents were given this scale was after being told to remember a recent service experience that led to their lodging a complaint.  The scale is composed of four, five-point Likert-type items.

Four, five-point Likert-type items compose the scale. The items are used to measure the extent to which a customer who lodged a complaint thinks that he/she was allowed the opportunity to fully describe the problem to the other party in the transaction. The context in which the respondents were given this scale was after being told to remember a recent service experience that led to their lodging a complaint.

The measure is intended to capture the degree to which a person reports that the other party in a transaction gave an explanation for a problem that occurred with a service that was provided. The context in which the respondents were given this scale was after being told to remember a recent service experience that led to their lodging a complaint.  Four, five-point Likert-type items compose the scale.

The four, five-point Likert-type items measure the degree that a person reports that the other party in a transaction put a lot of effort into solving a problem. The context in which the respondents were given this scale was after being told to remember a recent service experience that led to their lodging a complaint.

The scale is intended to measure the degree to which a customer was able to easily lodge a complaint with the other party in a transaction. The context in which the respondents were given this scale was after being told to remember a recent service experience that led to their lodging a complaint.  The scale is composed of four, five-point Likert-type items.

Four, five-point Likert-type items compose the scale. The items are intended to measure the degree that a customer who lodged a complaint thinks that the other party in the transaction adjusted procedures in order to resolve the problem. The context in which the respondents were given this scale was after being told to remember a recent service experience that led to their lodging a complaint.