Seven seven-point items assess how frequently a customer engages in positive word-of-mouth behaviour toward a service provider, including mentioning the provider to others, making others aware of the relationship, speaking positively about employees, and recommending the provider to family, acquaintances, and close friends. Developed in the context of car dealership relationships, the scale is generalisable to other service provider contexts.
Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers' positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123–138.
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