A four-item likert scale designed to measure how much a person feels bad about switching from one service provider to another and wishes that he/she had remained with the previous provider.
5-point Likert (1=strongly disagree, 5=strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Internal consistency (alpha = .87) was reported in the primary study.
Tokman, Mert, Lenita M. Davis, and Katherine N. Lemon (2007), “The WOW Factor: Creating Value Through Win- back Offers to Reacquire Lost Customers,” Journal of Retailing, 83 (1), 47-64.
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