Customer Rage (Rancorous)
CRThe extent of the negative affective reaction a customer experienced after a service failure
5 items
2009
α .82
Free
Brady, M. K.
What it measures
A multiple-item Likert-type scale designed to measure the extent of the negative affective reaction a customer experienced after a service failure.
Response format
7-point Likert scale
Scale items
- DISGUST: Marked aversion aroused by something highly distasteful
- CONTEMPT: Feeling of despising; lack of respect or reverence for something
- RESENTMENT: Feeling of indignant displeasure or persistent ill will at something regarded as a wrong insult, or
- SCORN: Open dislike and disrespect or derision often mixed with indignation; extreme disdain, contempt, or
- The instructions and response format used with this scale in the two main samples are unclear. It appears that respondents were asked about the extent to which
Full scale items shown. Always cite the original source when using this scale in research.
Usage notes & scoring
Convergent and discriminant validity evidence was provided by the original authors.
Citation
McColl-Kennedy, Janet R. , Paul G. Patterson, Amy K. Smith, and Michael K. Brady (2009), "Customer Rage Episodes: Emotions, Expressions and Behaviors," Journal of Retailing, 85 (2), 222-37.