Salesperson Respectfulness

What it measures

This scale measures how respectfully, patiently, and considerately a customer feels they were treated during an interaction with a salesperson. Burchett, Murtha, and Kohli (2023) developed the scale through a multi-phase dissertation process and used it across four studies to capture what they called primary selling.

Response format

5-point Likert scale (strongly disagree (1) to strongly agree (5))

Scale items

• I thought the salesperson spoke with me respectfully.
• The salesperson was considerate of me during our interaction.
• The salesperson worked patiently with me.
• It seemed like the salesperson valued me.

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

Usage notes & scoring

The scale showed very high reliability across four administrations, ranging from α = .94 to .98 (Burchett, Murtha, and Kohli 2023, p. 588; Web Appendix pp. 14, 19). Confirmatory factor analyses supported its unidimensionality and discriminant validity, and it also functioned successfully as a manipulation check in two experiments, offering further support for 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

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