Negative Word-of-Mouth Scale

What it measures

Three items assess how much a customer engaged in negative word-of-mouth following a specific shopping experience, including complaints about employees directed at others, and negative comments about the experience shared with friends and relatives. The items measure past behaviour (what the respondent did) rather than future intention, making this a post-experience behavioural measure of complaint propagation through social networks.

Representative items

• Study 4 participants; Ashley and Noble (2014)

Citation

Ashley, C., & Noble, S. M. (2014). It's closing time: Territorial behaviors from customers in response to front line employees. Journal of Retailing, 90(1), 74-92.