Intention to Recommend

What it measures

Three items measure a customer's expressed likelihood of engaging in positive word-of-mouth and recommending a business to friends seeking to make a relevant purchase.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• How likely are you to spread positive word of mouth about _____?
• I would recommend _____ for __________ to my friends.
• If my friends were looking to purchase __________, I would tell them to try _____.

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

Usage notes & scoring

Alpha .92 (bank customers, Study 1) and .90 (new home buyers, Study 2). Blanks should be replaced with the business name and product/service category as appropriate.

Recommended companion scales

Citation

Maxham, J. G., & Netemeyer, R. G. (2002). Modeling customer perceptions of complaint handling over time: The effect of perceived justice on satisfaction and intent. Journal of Retailing, 78(4), 239–252.

Keywords