Salesperson’s Attention to the Customer

What it measures

The scale assesses how attentive a salesperson is perceived to be toward a customer, adapted from an established measure of employee empathy and listening.

Response format

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

Scale items

• The _____ understood my specific needs.
• The _____ gave me personal attention.
• The _____ made an attentive impression.
• The _____ attempted to understand what I was saying.
• The _____ recognized what I needed.
• The _____ was listening to me.

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

Usage notes & scoring

Packard and Berger (2021) adapted two items from an established employee-empathy measure by Parasuraman, Berry, and Zeithaml (1991), later expanding to a six-item version. Reliability was strong across versions. Principal component analysis in the six-item version showed strong item loadings, supporting its structure.

Citation

Packard, G., & Berger, J. (2021). How Concrete Language Shapes Customer Satisfaction. Journal of Consumer Research, 47(5), 787–806.

Keywords