A four-item, seven-point Likert-type scale measuring a customer's attachment anxiety in the context of a commercial relationship — specifically, the extent to which a customer worries excessively about being abandoned or undervalued by a company. Adapted from the Experiences in Close Relationships scale for commercial relationship contexts, the scale was developed and validated by Mende and Bolton (2011) across three service settings before being applied in a large-scale field study with 1,199 North American insurance customers. Each item contains a blank into which the company name is inserted. High scores indicate that the customer places excessive importance on being liked and valued by the firm and fears the relationship may be withdrawn or neglected.
Mende, M., Bolton, R.N., & Bitner, M.J. (2013). Decoding customer-firm relationships: How attachment styles help explain customers' preferences for closeness, repurchase intentions, and changes in relationship breadth. Journal of Marketing Research, 50(1), 125-142.
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