Relational Benefits (Social)

What it measures

The scale captures the social benefits a customer perceives from an ongoing relationship with a service provider — being recognized as an individual, having personal needs understood, and feeling a genuine connection beyond the transaction itself. Four items assess whether the firm treats the customer personally rather than anonymously, capturing the relational warmth side of long-term customer-firm bonds.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• Recognize who I am as a customer.
• Know my personal needs as a customer.
• Build a “one-on-one” connection.
• Make me feel important and appreciated.

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

Usage notes & scoring

Factor analytic procedures were used to support the scale's structural validity.

Citation

Grégoire, Yany, Thomas M. Tripp, and Renaud Legoux (2009), "When Customer Love Turns into Lasting Hate: The Effects of Relationship Strength and Time on Customer Revenge and Avoidance," Journal of Marketing, 73 (6), 18- 32.

Keywords