Service Marketing Scales
163 validated scales · all free to use
Scales for measuring service quality, customer satisfaction and the customer relationship. The domain includes SERVQUAL and the hierarchical service quality model, customer satisfaction and loyalty measures, word-of-mouth intentions, the Net Promoter Score and Customer Effort Score, and relationship quality and commitment scales. It also covers service failure and recovery, complaint handling, switching costs and service switching, value co-creation and service-dominant logic, plus employee-side measures such as customer orientation and adaptive selling (SOCO and ADAPTS). These scales are central to research on customer experience and retention in both consumer and business services. For hospitality-specific instruments such as DINESERV and LODGSERV, see the Hospitality & Service Quality domain under Tourism.
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Other Marketing domains
All Service Marketing scales (A–Z)
A B C D E F G H I L M N O P Q R S T U W A ADAPTS — Adaptive Selling Scale (ADAPTS) Spiro, R.L. & Weitz, B.A. · 1990 · 16 items · α 0.82–0.88 Advice-Giver Warmth von Walter, B., Wentzel, D., & Raff, S. · 2023 · 5 items · α 0.81 (Study 3); 0.94 (Study 4) Affective Company Commitment (All Reverse-Scored) (ACCRS) Bansal, H. S., Irving, P. G., & Taylor, S. F. · 2004 · 3 items · α .80 Affective Company Commitment (Gustafsson) (ACCG) Gustafsson, A., Johnson, M. D., & Roos, I. · 2005 · 4 items · α AVE = 0.69 Affective Company Commitment (Verhoef) (ACCV) Verhoef, P. C., Franses, P. H., & Hoekstra, J. C. · 2002 · 3 items · α CR = 0.78 Affective Customer-Company Identification (ACCI) Wolter, J.S., & Cronin, J.J. · 2016 · 4 items · α CR = .94 Anger at the Service Provider (ANSP) Gelbrich, K. · 2010 · 3 items · α 0.911–0.942 Anxiety (Service Usage) (ANXS) Keh, H.T., & Pang, J. · 2010 · 4 items · α 0.845–0.940 Attitude Toward Offshore Services (Communication Problem) (OSCP) Thelen, S., Yoo, B., & Magnini, V.P. · 2011 · 4 items · α 0.88–0.89 Attitude Toward Offshore Services (Data Security) (OSDS) Thelen, S., Yoo, B., & Magnini, V.P. · 2011 · 5 items · α 0.89–0.93 Attitude Toward Offshore Services (Foreign Worker Enmity) (OSFE) Thelen, S., Yoo, B., & Magnini, V.P. · 2011 · 5 items · α 0.85–0.89 Attitude Toward Offshore Services (Free-Trade Resentment) (OSFR) Thelen, S., Yoo, B., & Magnini, V.P. · 2011 · 3 items · α 0.89–0.92 Attitude Toward the Object (Classiness) (ATTO) Hagtvedt, H., & Patrick, V. M. · 2008 · 5 items · α .92 Attractiveness of Competitors (COMPATT) Bansal, H. S., Irving, P. G., & Taylor, S. F. · 2004 · 5 items · α .94 B Betrayal (BET) Grégoire, Y., & Fisher, R. J. · 2008 · 3 items · α .81 Business Choice Satisfaction Scale (BIZCHOSAT) Allen, A.M., Brady, M.K., Robinson, S.G., & Voorhees, C.M. · 2015 · 3 items · α 0.96 C Calculative Company Commitment (Gustafsson) (CCCG) Gustafsson, A., Johnson, M. D., & Roos, I. · 2005 · 3 items · α AVE = 0.63 Calculative Company Commitment (Verhoef) (CCCV) Verhoef, P. C., Franses, P. H., & Hoekstra, J. C. · 2002 · 3 items · α CR = 0.75 Cause-Related Marketing Motive Attributions (Stakeholder (CRMM) Ellen, P. S., & Mohr, L. A. · 2006 · 5 items · α .91 Cognitive Customer-Company Identification (CCCI) Wolter, J.S., & Cronin, J.J. · 2016 · 4 items · α CR = .94 Commitment to the Relationship (CTTR) Iacobucci, D. · 2001 · 3 items · α .81 Communication Openness Scale (Downsizing) (CO-D) Homburg, C., Klarmann, M., & Staritz, S. · 2012 · 4 items · α 0.86 Communication Skills of the Salesperson (CSSL) Ryari, H., Alavi, S., & Wieseke, J. · 2021 · 3 items · α 0.85 Compatibility of the Product (COTP) Rijsdijk, S. A., & Diamantopoulos, A. · 2007 · 3 items · α .87 Complexity of the Innovation (COTI) Wood, S. L. · 2006 · 4 items · α .90 Convenience of the Transaction (Digital) (CTD) Collier, J.E., & Sherrell, D.L. · 2010 · 4 items · α 0.922 Customer Attachment Anxiety Scale (CATANX) Mende, M., Bolton, R.N., & Bitner, M.J. · 2013 · 4 items · α alpha = .80 (Mende, Bolton, & Bitner, 2013; N=1,199, insurance customers) Customer Attachment Comfort Scale (CATCOM) Mende, M., Bolton, R.N., & Bitner, M.J. · 2013 · 4 items · α alpha = .80 (Mende, Bolton, & Bitner, 2013; N=1,199, insurance customers) Customer Effort Score (CES-Dixon) Dixon, M., Freeman, K., & Toman, N. · 2010 · 1 items · α N/A (single item; test-retest 0.79) Customer Gratitude Scale (CGS-Rel) Palmatier, R.W., Jarvis, C.B., Bechkoff, J.R. & Kardes, F.R. · 2009 · 5 items · α 0.89–0.94 Customer Help Provision Likelihood (CHELP) Aggarwal, P. · 2004 · 3 items · α .85 Customer Identity Affirmation Scale (CIAS) Fombelle, P.W., Jarvis, C.B., Ward, J., & Ostrom, L. · 2012 · 3 items · α alpha = .98 (Fombelle et al., 2012) — note: inflated by repeated-measures design; see notes Customer Loyalty Scale (CLS-Zeithaml) Zeithaml, V.A., Berry, L.L., & Parasuraman, A. · 1996 · 5 items · α 0.88–0.94 Customer Orientation of the Salesperson (COSP) Ryari, H., Alavi, S., & Wieseke, J. · 2021 · 4 items · α 0.92 Customer Satisfaction Scale (CSAT) Oliver, R.L. · 1980 · 3 items · α 0.89–0.96 Customer Service Importance Scale (SVCIMPORT) Habel, J., & Klarmann, M. · 2015 · 3 items · α 0.96 Customer Transaction Value Scale (CTVS) Karpen, I. O., Bove, L. L., Lukas, B. A., & Zyphur, M. J. · 2015 · 4 items · α 0.902 Customer Value Co-Creation Scale (CVCS) Yi, Y. & Gong, T. · 2013 · 16 items · α 0.81–0.94 Customer-Based Reputation Scale for Service Firms (CBR) Walsh, G., & Beatty, S.E. · 2007 · 28 items · α Customer Orientation .94 / Good Employer .90 / Reliable .88 / Product Quality .91 / Social Responsibility .86 Customer-Employee Social Bond Scale (CESBS) Brocato, E.D., Baker, J., & Voorhees, C.M. · 2015 · 6 items · α 0.94 (Study 1, n=196); 0.96 (Study 2, n=907) Customer-to-Customer Social Bond Scale (C2CSBS) Brocato, E.D., Baker, J., & Voorhees, C.M. · 2015 · 6 items · α 0.96 (Study 2, n=907) Customized Product Superiority (CPS) Franke, N. P., & Steger, C. J. · 2009 · 6 items · α .96 D Dealership Relationship Commitment (DEALCOM) Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. · 2005 · 4 items · α .94 Delay Severity (DLSV) You, Y., Yang, X., Wang, L., & Deng, X. · 2020 · 3 items · α 0.83 Disconfirmation (Music) (DIS) Patrick, V. M. · 2007 · 10 items · α .96 E Economic Benefits of the Airline Gao, H., & Zhang, Y. · 2022 · 4 items · α 0.93 (Study 3) Efficacy of the Customer Service (EFCS) Crolic, C., Thomaz, F., Hadi, R., & Stephen, A.T. · 2022 · 4 items · α 0.89–0.92 Emotional Information Exchange (EMIX) Camacho, N., De Jong, M., & Stremersch, S. · 2014 · 6 items · α 0.90 Empathy for the Provider (EMPP) Costello, J.P., & Reczek, R.W. · 2020 · 5 items · α 0.83 Employee Helpfulness and Responsiveness Quality (EHRQ) Hui, M. K., Zhao, X., Fan, X., & Au, K. · 2004 · 3 items · α .94 Employee Rapport Scale (ERS) Giebelhausen, M., Robinson, S. G., Sirianni, N. J., & Brady, M. K. · 2014 · 4 items · α 0.957 eTail Quality Scale (eTailQ) Wolfinbarger, M., & Gilly, M.C. · 2003 · 14 items · α Website Design .88 / Reliability .90 / Security .85 / Customer Service .83 Experiential Value Scale (EVS) Mathwick, C., Malhotra, N., & Rigdon, E. · 2001 · 19 items · α Consumer ROI .87 / Service Excellence .89 / Playfulness .90 / Aesthetic Appeal .88 F Financial Adviser Technical Service Quality (FATSQ) Bell, S. J., Auh, S., & Smalley, K. · 2005 · 4 items · α .96 Firm Performance Scale (Downsizing Context) (FP-D) Homburg, C., Klarmann, M., & Staritz, S. · 2012 · 5 items · α 0.91 Frontline Employee Problem-Solving Competence (FEPC) Marinova, D., Singh, S. K., & Singh, J. · 2018 · 3 items · α .87–.90 Frontline Service Care Quality Scale (SVCEMPATHY) Pounders, K.R., Babin, B.J., & Close, A.G. · 2015 · 3 items · α 0.88 G General Company Commitment (Aaker) (GCCA) Aaker, J., Fournier, S., & Brasel, S. A. · 2004 · 6 items · α .91 General Company Commitment (Garbarino) (GCCG) Garbarino, E., & Johnson, M. S. · 1999 · 5 items · α .87 General Company Commitment (Lemon) (GCCL) Lemon, K. N., White, T. B., & Winer, R. S. · 2002 · 5 items · α .91 General Service Provider Satisfaction (GSPS) Burnham, T. A., Frels, J. K., & Mahajan, V. · 2003 · 4 items · α .85 General Switching Cost Burden (GSCB) Bansal, H. S., Irving, P. G., & Taylor, S. F. · 2004 · 10 items · α .90 Global Service Quality Perception (GSQP) Taylor, S. A., & Baker, T. L. · 1994 · 3 items · α .88 Global Service Quality Scale (GSQS) Dagger, T. S., & Danaher, P. J. · 2014 · 3 items · α 0.96 H
I Individuality of the Employee (IOTE) Wentzel, D. · 2009 · 3 items · α .84 Inequitable Treatment by the Business (ITBT) Oliver, R. L., & Swan, J. E. · 1989 · 4 items · α .92 Informal Ties Scale (Customer–Employee) (INFTI) Homburg, C., Klarmann, M., & Staritz, S. · 2012 · 3 items · α 0.89 Institutionalization of Downsizing Scale (IODWN) Homburg, C., Klarmann, M., & Staritz, S. · 2012 · 3 items · α 0.88 Intention to Recommend (INTREC) Maxham, J. G., & Netemeyer, R. G. · 2002 · 3 items · α .92 Internal Service Failure Attribution Scale (INTFAILATT) Heidenreich, S., Wittkowski, K., Handrich, M., & Talke, K. · 2015 · 4 items · α 0.97 Interpersonal Trust (General) (ITG) Bansal, H. S., Irving, P. G., & Taylor, S. F. · 2004 · 6 items · α .94 Involvement by the Service Provider (Affective) Khamitov, M., & Puzakova, M. · 2022 · 3 items · α 0.94 L Loyalty Intention to the Airline Gao, H., & Zhang, Y. · 2022 · 4 items · α 0.94–0.96 (range across Studies 1–5) Loyalty Propensity (Company Dimension) Wolter, J. S., Bock, D. E., Hopkins, C. D., & Giebelhausen, M. · 2022 · 4 items · α CR 0.86–0.88 (range across studies) Loyalty Propensity (Customer Dimension) Wolter, J. S., Bock, D. E., Hopkins, C. D., & Giebelhausen, M. · 2022 · 4 items · α CR 0.87 (Study 2) to 0.94 (Pilot Study 4) Loyalty to the Agent Kidwell, B., Lopez-Kidwell, V., Blocker, C., & Mas, E.M. · 2020 · 3 items · α 0.99 Loyalty to the Company (Behavioral) Wolter, J. S., Bock, D. E., Hopkins, C. D., & Giebelhausen, M. · 2022 · 5 items · α 0.96 (Study 1) Loyalty to the Company (Cognitive) Wolter, J. S., Bock, D. E., Hopkins, C. D., & Giebelhausen, M. · 2022 · 5 items · α 0.96 (Study 1) Loyalty to the Service Provider Herhausen, D., Emrich, O., Grewal, D., Kipfelsberger, P., & et al. · 2020 · 6 items · α 0.85-0.91 M
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O Organisational Member Trust Scale (OMTS) Marinova, D., & Singh, J. · 2014 · 6 items · α CR = 0.95 Organizational Service Orientation Scale (SERV*OR) Lytle, R.S., Hom, P.W., & Mokwa, M.P. · 1998 · 37 items · α 0.72–0.91 across subscales Overall Service Purchase Satisfaction (OSPS) Maxham, J. G., III, & Netemeyer, R. G. · 2002 · 3 items · α .89 P Perceived Betrayal Scale (PBS) Grégoire, Y., & Fisher, R.J. · 2008 · 4 items · α 0.91 (Harmeling et al. 2015, Study 2, n=108) Perceived Customer Uncertainty Scale (Downsizing) (PCU-D) Homburg, C., Klarmann, M., & Staritz, S. · 2012 · 4 items · α 0.84 Perceived Functional Salesperson Orientation Scale (PFCO) Wieseke, J., Alavi, S., & Habel, J. · 2014 · 3 items · α 0.86 Perceived Need for Help (PNFH) Fisher, R. J., & Ma, Y. · 2014 · 4 items · α 0.95 Perceived Response Publicity Scale (PNRP) White, K., Simpson, B., & Argo, J.J. · 2014 · 4 items · α 0.84 Physical Distribution Service Quality Scale (PDSQ) Bienstock, C.C., Mentzer, J.T., & Bird, M.M. · 1997 · 13 items · α Timeliness .87 / Availability .85 / Condition .88 Physical Service Environment Quality Scale (PSEQ) Brocato, E.D., Baker, J., & Voorhees, C.M. · 2015 · 4 items · α 0.89 Positive Word-of-Mouth Behaviour (PWOMB) Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. · 2005 · 7 items · α .95 Post-Complaint Company Satisfaction (PCCS) Homburg, C., & Fürst, A. · 2005 · 3 items · α .94 Preferential Treatment Expectation from Provider (PTEP) Patterson, P. G., & Smith, T. · 2003 · 4 items · α .85 Problem Resolution Satisfaction (PRS) Maxham, J. G., III, & Netemeyer, R. G. · 2002 · 3 items · α .92 Product Failure Severity (PFS) Grégoire, Y., & Fisher, R. J. · 2008 · 4 items · α .93 Product Inseparability (Production & Consumption) Alavi, S., Habel, J., Schwenke, M., & Schmitz, C. · 2020 · 4 items · α 0.76-0.91 Product Intangibility Alavi, S., Habel, J., Schwenke, M., & Schmitz, C. · 2020 · 3 items · α 0.90-0.93 Product Perishability Alavi, S., Habel, J., Schwenke, M., & Schmitz, C. · 2020 · 3 items · α 0.85-0.92 Provider-Switching Benefits Loss Scale (PSBL) Nagengast, L., Evanschitzky, H., Blut, M., & Rudolph, T. · 2014 · 4 items · α 0.91 Provider-Switching Learning Cost Scale (PSLC) Nagengast, L., Evanschitzky, H., Blut, M., & Rudolph, T. · 2014 · 4 items · α 0.93 Purchase Happiness (PH) Nicolao, L. J., & Goodman, J. K. · 2009 · 3 items · α .86 Q Quality of Behavioral Guidelines for Complaint Handling (QBGCH) Homburg, C., & Fürst, A. · 2005 · 6 items · α 0.91 Quality of Outcome Guidelines for Complaint Handling (QOGCH) Homburg, C., & Fürst, A. · 2005 · 6 items · α 0.85 Quality of Process Guidelines for Complaint Handling (QPGCH) Homburg, C., & Fürst, A. · 2005 · 6 items · α 0.88 Quality of the Product (Relative) (QOTP) Jo, M. S. · 2007 · 4 items · α .96 R Recommendation of the Real Estate Agent Kidwell, B., Lopez-Kidwell, V., Blocker, C., & Mas, E.M. · 2020 · 5 items · α 0.98 Relational Benefits (Social) (RB) Grégoire, Y. T., & Legoux, R. · 2009 · 4 items · α .94 Relational Norm Violation Scale (RNVS) Harmeling, C. M., Palmatier, R. W., Houston, M. B., Arnold, M. J., et al. · 2015 · 4 items · α 0.92 Relational Sensemaking Scale (RSNS) Harmeling, C.M., Palmatier, R.W., Houston, M.B., Arnold, M.J., & et al. · 2015 · 3 items · α 0.96 Relationship Feedback Perception (RFP) Umashankar, N., Ward, M.K., & Dahl, D.W. · 2017 · 3 items · α .94 Relationship Investment (Marketer's Effort) (RI) Palmatier, R. W., & Kardes, F. R. · 2009 · 3 items · α .89 Relationship Norm Orientation (Communal vs. Exchange) Leung, F.F., Kim, S., & Tse, C.H. · 2020 · 8 items · α 0.89 Relationship Quality Henderson, C.M., Steinhoff, L., & Palmatier, R.W. · 2021 · 4 items · α 0.93 Relationship Quality Scale (RQS) Hennig-Thurau, T. & Klee, A. · 1997 · 12 items · α 0.78–0.93 Reparation Demand (Direct) (RD) Grégoire, Y., & Fisher, R. J. · 2008 · 3 items · α .80 Resort Satisfaction (RS) Lim, E.A.C., Lee, Y.H., & Foo, M.D. · 2017 · 5 items · α .86–.96 S Salesperson Relational Benefits (SRB) Wan, E.W., Chan, K.W., & Chen, R.P. · 2016 · 4 items · α .91 Satisfaction (Post-recovery) You, Y., Yang, X., Wang, L., & Deng, X. · 2020 · 4 items · α 0.91-0.98 Satisfaction with Company (SWC) Chun, R., & Davies, G. · 2006 · 4 items · α .85 Satisfaction with the Problem’s Resolution Crolic, C., Thomaz, F., Hadi, R., & Stephen, A.T. · 2022 · 3 items · α 0.97 Service Agent Performance Satisfaction (SAPS) Wan, E.W., Chan, K.W., & Chen, R.P. · 2016 · 3 items · α .96 Service Complaint Behaviour (SCBEH) Bougie, R., Pieters, R., & Zeelenberg, M. · 2003 · 4 items · α .90 Service Complexity Perception (SCP) Burnham, T. A., Frels, J. K., & Mahajan, V. · 2003 · 4 items · α .82 Service Convenience Scale (SERV-CON) Berry, L.L., Seiders, K., & Grewal, D. · 2002 · 17 items · α 0.74–0.91 Service Convenience Scale (SERVCON) Seiders, K., Voss, G.B., Grewal, D., & Godfrey, A.L. · 2007 · 17 items · α Decision .85 / Access .88 / Transaction .86 / Benefit .89 / Post-benefit .83 Service Employee Benevolence (SEB) Sirdeshmukh, D., Singh, J., & Sabol, B. · 2002 · 3 items · α .81–.84 Service Employee Social Competence (SESC) Price, L. L., Arnould, E. J., & Tierney, P. · 1995 · 9 items · α .92 Service Employee Task Competence (SETC) Price, L. L., Arnould, E. J., & Deibler, S. L. · 1995 · 6 items · α .87 Service Encounter Global Impression Scale (GSEE) Giebelhausen, M., Robinson, S. G., Sirianni, N. J., & Brady, M. K. · 2014 · 3 items · α 0.986 Service Failure Severity Perception (SFSP) Hess, R. L., Jr., Ganesan, S., & Klein, N. M. · 2003 · 3 items · α .96 Service Personalization Effort (SPE) Burnham, T. A., Frels, J. K., & Mahajan, V. · 2003 · 3 items · α .92 Service Provider Empathy Quality (SPEQ) Hausman, A. · 2004 · 6 items · α .93 Service Provider Loyalty Intentions (SPLI) Umashankar, N., Ward, M.K., & Dahl, D.W. · 2017 · 3 items · α .85–.93 Service Provider Policy Benevolence (SPPB) Sirdeshmukh, D., Singh, J., & Sabol, B. · 2002 · 3 items · α .86–.90 Service Provider Repurchase Intention Scale (RPINT) Karpen, I.O., Bove, L.L., Lukas, B.A., & Zyphur, M.J. · 2015 · 4 items · α 0.91 Service Provider Retention Intention (SPRI) Patterson, P. G., & Smith, T. · 2003 · 3 items · α .87 Service Provider Switching Intention (SPSI) Bougie, R., Pieters, R., & Zeelenberg, M. · 2003 · 8 items · α .86 Service Quality (Expected Outcome) Leung, F.F., Kim, S., & Tse, C.H. · 2020 · 4 items · α 0.92 Service Quality of the Employees Herhausen, D., Emrich, O., Grewal, D., Kipfelsberger, P., & et al. · 2020 · 8 items · α 0.91-0.97 Service Quality of the Real Estate Agent (Anticipated) Cheng, Y., Mukhopadhyay, A., & Williams, P. · 2020 · 3 items · α 0.90 Service Recovery Satisfaction Scale (SRSS) Smith, A.K., Bolton, R.N., & Wagner, J. · 1999 · 6 items · α 0.87–0.94 Service Rep Extra-Role Behaviour (SEREXTR) Maxham, J. G., & Netemeyer, R. G. · 2003 · 5 items · α .86 Service-Dominant Developmental Capability Scale (SDOD) Karpen, I. O., Bove, L. L., Lukas, B. A., & Zyphur, M. J. · 2015 · 4 items · α 0.878 Service-Dominant Empowered Capability Scale (SDOE) Karpen, I. O., Bove, L. L., Lukas, B. A., & Zyphur, M. J. · 2015 · 4 items · α 0.868 Service-Dominant Ethical Capability Scale (SDOET) Karpen, I. O., Bove, L. L., Lukas, B. A., & Zyphur, M. J. · 2015 · 4 items · α 0.896 Service-Dominant Individuated Capability Scale (SDOI) Karpen, I. O., Bove, L. L., Lukas, B. A., & Zyphur, M. J. · 2015 · 4 items · α 0.89 SERVQUAL (SERVQUAL) Parasuraman, A., Zeithaml, V.A., & Berry, L.L. · 1988 · 22 items · α 0.72–0.92 Shift Climate Scale (SHIFTCLIM) Fehl, A.G., Good, V., Arnold, T., Slevitch, L., & Pasham, M. · 2026 · 4 items · α CR .933 [95% CI: .915–.952] SOCO — Selling Orientation–Customer Orientation Scale (SOCO) Saxe, R. & Weitz, B.A. · 1982 · 24 items · α 0.85–0.90 Supportiveness of Internal Environment for Complaint Handling (SIECH) Homburg, C., & Fürst, A. · 2005 · 19 items · α 0.93 Switching Cost (Information Search Burden) (SCISB) Burnham, T. A., Frels, J. K., & Mahajan, V. · 2003 · 4 items · α .80 Switching Cost (Learning Burden) (SCLB) Burnham, T. A., Frels, J. K., & Mahajan, V. · 2003 · 4 items · α .85 Switching Cost (Relationship Setup Effort) (SCRS) Bell, S. J., Auh, S., & Smalley, K. · 2005 · 3 items · α .89 Switching Inertia (SI) Meuter, M. L., Bitner, M. J., Ostrom, A. L., & Brown, S. W. · 2005 · 3 items · α .90 T
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W Website Distributive Justice Scale (JWD) Schumann, J. H., von Wangenheim, F., & Groene, N. · 2014 · 3 items · α 0.92 Website Procedural Justice Scale (JWP) Schumann, J. H., von Wangenheim, F., & Groene, N. · 2014 · 4 items · α 0.89 Word of Mouth Intentions Scale (WOM) Zeithaml, V.A., Berry, L.L., & Parasuraman, A. · 1996 · 4 items · α 0.88–0.93