Measures a consumer's overall attitude toward a retailer with a focus on two customer-oriented dimensions: price competitiveness and customer service quality. Items capture perceptions of value, competitive pricing, employee fairness, and a customer satisfaction orientation. Developed in research on how retailer reputation and guarantees interact to shape consumer evaluations, where the scale served as a pre-existing reputation measure for a customer-oriented retailer type.
Roggeveen, A.L., Goodstein, R.C., & Grewal, D. (2014). Improving the effect of guarantees: The role of a retailer's reputation. Journal of Retailing, 90(1), 27-39.
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