Four items assess the degree to which a customer believes they have earned, deserve, and are entitled to preferential or special treatment from a focal entity. The scale taps a sense of deserved reciprocity -- the belief that investment of effort or loyalty in a relationship confers a right to differentiated treatment in return. It was developed in the context of research demonstrating that loyal customers' feelings of entitlement shape their subjective probability assessments of randomly determined promotional outcomes.
Reczek, R. W., Haws, K. L., & Summers, C. A. (2014). Lucky loyalty: The effect of consumer effort on predictions of randomly determined marketing outcomes. Journal of Consumer Research, 41(4), 1065-1078.
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