Retaliatory Behavior (Complaining for Publicity)

RBRetaliatory Behavior (Complaining for Publicity)

4 items 2008 α .86 Free Grégoire, Y., & Fisher, R. J.

What it measures

A four-item scale measuring retaliatory behavior.

Citation

Grégoire, Yany and Robert J. Fisher (2008), “Customer Betrayal and Retaliation: When Your Best Customers Become Your Worst Enemies,” Journal of the Academy of Marketing Science, 36 (2), 247-261.

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