Customer–Company Exchange Equity

What it measures

A three-item scale measuring a customer's belief that a negotiated deal or transaction with a company is balanced—providing roughly equal benefits to both parties. Adapted from the 'exchanging good' dimension of Pervan, Bove, and Johnson's (2009) reciprocity scale, originally developed and validated in a B2B context.

Response format

7-point Likert-type (Strongly disagree / Strongly agree)

Scale items

• there is a balance in our dealing.
• we provided each other with equal benefits.
• the benefits we provide and receive even out over time.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Items are preceded by a context-specific stem (e.g., 'Overall with the owner, …') that should be adapted to the study scenario. Adapted from Pervan, Bove, & Johnson (2009), whose original scale was validated in industrial marketing contexts. Used in hypothetical art-store negotiation scenarios.

Recommended companion scales

Citation

Blanchard, S.J., Carlson, K.A., & Hyodo, J.D. (2016). The favor request effect: Requesting a favor from consumers to seal the deal. Journal of Consumer Research, 42(6), 985–1001.

Keywords