Customer-Oriented Retailer Attitude Scale

What it measures

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.

Response format

7-point Likert-type

Scale items

• This store offers value to its customers.
• The prices at this store are very competitive.
• It's very unlikely that I'll find lower prices elsewhere.
• This store takes good care of its customers.
• The employees at this store are fair to customers.
• Employees in this store have an objective of satisfying customers.

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

Usage notes & scoring

Source not stated; appears to have been developed by the authors for the study. Single-factor structure confirmed via EFA. Validity not discussed. Scale captures two conceptually distinct sub-themes — price (items 1-3) and customer service (items 4-6) — though these loaded on one factor. Researchers studying retailer reputation may wish to examine whether a two-factor solution better fits their data. Used to manipulate/measure a customer-oriented retailer reputation as a prerequisite for studying guarantee-reputation interactions.

Citation

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.

Keywords