Measures the degree to which a consumer perceives an organisation as genuinely caring about others and helpful — capturing a positive, altruistic organisational identity. Developed in the context of CSR and service failure research, where perceptions of organisational warmth and concern were theorised to buffer negative consumer responses to service failures under communal relationship norms. The scale has a 4-item version and a shorter 2-item version (items 3 and 4 only), with adaptations for different hospitality contexts.
Bolton, L.E., & Mattila, A.S. (2015). How does corporate social responsibility affect consumer response to service failure in buyer-seller relationships? Journal of Retailing, 91(1), 140-153.
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