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.
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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