Attitude Toward the Service Provider (Relative)

What it measures

A four-item likert scale designed to measure the degree to which a person expresses a positive attitude about a business as compared to the known alternatives.

Response format

5-point Likert (1=strongly disagree, 5=strongly agree)

Scale items

• I prefer __________ to the other service providers in this category.
• I would rank __________ as #1 amongst the other service providers I listed.
• provides the best service among the alternatives I listed earlier.
• Compared to __________, there are few alternatives with which I would be satisfied.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Convergent and discriminant validity evidence was provided by the original authors.

Citation

Jones, T., Taylor, S. F., & Bansal, H. S. (2008). Commitment to a friend, a service provider, or a service company—are they distinctions worth making?. Journal of the Academy of Marketing Science, 36(4), 473-487.

Keywords