Relationship Quality

What it measures

The scale measures overall relationship quality between a customer and a business, a composite construct widely used across B2B and B2C relationship research.

Response format

7-point semantic differential

Scale items

• unsatisfying / satisfying
• distrustful / trustful
• disloyal / loyal
• low quality / high quality

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

Usage notes & scoring

Henderson et al. (2021) indicated the scale was based on De Wulf, Odekerken-Schröder, and Iacobucci (2001), though that source's actual scale differs from the one used here — the relationship may be more inspirational than a direct adaptation. Used with Prolific participants, composite reliability was excellent (.93). CFA supported convergent and discriminant validity.

Citation

Henderson, C.M., Steinhoff, L., & Palmatier, R.W. (2021). Customer Inertia Marketing. Journal of the Academy of Marketing Science, 49(2), 350-373.

Keywords