Salesperson Relational Benefits

What it measures

Measures the degree to which a customer perceives that a service agent goes beyond standard duty to build a better relationship — including extra care, voluntary assistance, and willingness to help. Used in Study 3 with 220 matched customer–service agent pairs from a global insurance institution near Hong Kong. Instrument created in English and back-translated into Chinese. Drawn conceptually from Chan, Yim, and Lam (2010) and Dabholkar (1990). Stem directs respondents to assess the agent's relationship-building behaviours.

Response format

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

Scale items

• I have an enjoyable relationship with the service agents because he/she willingly goes out of his/her way to satisfy my needs.
• I am always served with his/her extra care that goes above and beyond the 'call of duty.'
• This agent will voluntarily assist me for building a better relationship with me.
• This agent is always willing to give me help for forging a better relationship with me.

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

Usage notes & scoring

Stem: 'To what extent do you agree that the agent performs in the following ways so as to build a better relationship with you?' AVE = .68. CFA confirmed convergent and discriminant validity. Drawn from Chan, Yim, & Lam (2010), Journal of Marketing, 74(3), 48–64, and Dabholkar (1990). Data from Hong Kong insurance context; English instrument back-translated to Chinese.

Recommended companion scales

Citation

Wan, E.W., Chan, K.W., & Chen, R.P. (2016). Hurting or helping? The effect of service agents' workplace ostracism on customer service perceptions. Journal of the Academy of Marketing Science, 44(6), 746–769.

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