Relationship Norm Orientation (Communal vs. Exchange)

What it measures

Does a customer expect a warm, communal relationship with a firm, or a strictly transactional one? Eight items distinguish between the two orientations.

Response Format

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

Representative items

• A close friend?
• A family member?
• A person with whom I will have a personal relationship outside of business?
• A person with whom I will want to interact outside of business?
• A person whom I will genuinely care about?

Citation

Leung, F.F., Kim, S., & Tse, C.H. (2020). Highlighting Effort Versus Talent in Service Employee Performance: Customer Attributions and Responses. Journal of Marketing, 84(3), 106-121.

Keywords