Five five-point Likert-type items measure consumer sentiment toward retailers and their salespeople as a component of a broader index of consumer attitudes toward marketing. Items assess perceptions of customer treatment, unpleasantness of shopping, salesperson helpfulness, availability of assistance, and adequacy of retailer service. The five-item version was derived by eliminating two lower-performing items from a seven-item pool.
Gaski, J. F., & Etzel, M. J. (1986). The index of consumer sentiment toward marketing. Journal of Marketing, 50(3), 71–81.
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