Betrayal

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.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• I felt (feel) betrayed by the firm.
• The firm broke (breaks) the promise made to me.
• The firm let me down in a moment of need.

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

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.

Keywords