Relationship Quality

What it measures

Satisfaction and trust, distilled into four paired items rating the overall quality of a relationship with a given entity.

Response Format

7-point semantic differential

Representative items

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

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