Demotion (Customer Status)

What it measures

A multiple-item Likert-type scale designed to measure the degree to which a person believes that a company has lowered his/her customer status.

Response format

7-point Likert scale

Scale items

• My status as a customer was degraded.
• My status as a customer was demoted.
• My status as a customer was reduced.
• Although not perfectly clear, a seven- point response format seems to have been used with absolutely false (1) and absolutely true (7) as the extreme verbal

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

Usage notes & scoring

Internal consistency (alpha = .92) was reported in the primary study. Factor analytic procedures were used to support the scale's structural validity.

Citation

Wagner, Tillmann, Thorsten Hennig-Thurau, and Thomas Rudolph (2009), “Does Customer Demotion Jeopardize Loyalty?” Journal of Marketing, 73 (3), 69-85.

Keywords