Perceived Company Customer Care

What it measures

Three items capture the degree to which consumers believe a company is genuinely concerned about customer wellbeing in relation to a specific domain — such as health, the environment, or social equity. Developed in the context of cause-related marketing and sponsorship research.

Response format

5-point Likert (1=strongly disagree, 5=strongly agree)

Scale items

• __________ cares about its customers.
• __________ has no concern about its customers' welfare. (r)
• __________ cares about __________.

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

Usage notes & scoring

The second blank in item 3 should be replaced with the specific topic of concern relevant to the study (e.g., health, the environment). Item 2 is reverse-scored. The 5-point format is less common than 7-point scales for attitude measurement — note when comparing across studies.

Citation

Rifon, N. J., Choi, S. M., Trimble, C. S., & Li, H. (2004). Congruence effects in sponsorship: The mediating role of sponsor credibility and consumer attributions of sponsor motive. Journal of Advertising, 33(1), 29–42.

Keywords