A 19-item, four-dimensional scale measuring the range of customer aggression behaviours experienced by frontline retail and service employees. Grounded in displaced aggression theory and the retail-specific constructs of customer sovereignty, low-status shield, and isolated service encounters, the scale captures four theoretically distinct forms of aggression: proactive-expressive (deliberate verbal aggression to attain benefits), proactive-inexpressive (covert dishonest acts such as false reviews to gain outcomes), reactive-expressive (physical or overt verbal aggression triggered by perceived service failures), and reactive-inexpressive (subtle non-verbal hostility such as ignoring or intimidating). Respondents are frontline employees rating the frequency with which they experience each behaviour from customers.
Mortimer, G., Wang, S., & Osorio Andrade, M. L. (2023). Measuring customer aggression: Scale development and validation. Journal of Retailing and Consumer Services, 73, 103348.
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