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Betrayal

BETBetrayal
3 items 2008 α .81 Free Grégoire, Y., & Fisher, R. J.

What it measures

A three-item likert scale designed to measure the degree to which a customer believes a company has done something unexpected that has damaged their relationship.

Citation

Grégoire, Yany and Robert J. Fisher (2008), “Customer Betrayal and Retaliation: When Your Best Customers Become Your Worst Enemies,” Journal of the Academy of Marketing Science, 36 (2), 247-261.

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