Salesperson Respect Toward Other Customers

What it measures

This scale measures how respectfully a focal customer believes a salesperson treated another (secondary) customer during an interaction. Burchett, Murtha, and Kohli (2023) developed the measure through the same multi-phase dissertation-based process used for a companion measure of property-directed selling conduct.

Response format

5-point scale (Strongly disagree (1) to Strongly agree (5))

Scale items

• I thought the salesperson spoke with other customers respectfully.
• The salesperson seemed to be considerate toward other customers.
• It seemed like the salesperson worked patiently with other customers.
• The salesperson seemed to value other customers.

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

Usage notes & scoring

Reliability was excellent across three studies (α = .92, .95, and .98; Burchett, Murtha, and Kohli 2023, p. 588; Web Appendix, pp. 14, 19). Confirmatory factor analyses supported unidimensionality, strong factor loadings, and discriminant validity, and the scale's use as a successful manipulation check offers preliminary evidence of predictive validity.

Citation

Burchett, Molly R., Brian Murtha, and Ajay K. Kohli (2023), "Secondary Selling: Beyond the Salesperson–Customer Dyad," Journal of Marketing, 87 (4), 575–600.

Keywords

More B2B Marketing & Sales scales

• Salesperson Care for Company Property2023 · 4 items
• Satisfaction with the Salesperson2021 · 3 items
• Salesperson’s Attention to the Customer2021 · 6 items
• Opportunism2020 · 3 items
• Negotiation Risk2020 · 3 items
• Customer Adaptiveness Scale2017 · 5 items