Four items assess the extent to which customers perceive a service provider as genuinely investing in their competence development -- sharing useful information, building knowledge, offering effective use guidance, and providing learnable expertise. This developmental capability represents one of six strategic interaction capabilities constituting a service-dominant (S-D) orientation framework. Providers scoring highly on this dimension are perceived not merely as transaction facilitators but as active partners in customers' capability and knowledge growth.
Full scale items shown. Always cite the original source when using this scale in research.
The scale stem uses two blanks that must be filled with contextually appropriate descriptors for the service provider and its representatives (e.g., 'This car dealership and its sales staff...'). The response scale anchors are not stated in the source paper; a standard Likert-type format (strongly disagree to strongly agree) is assumed based on the scale development context. AVE values of .732 (Study 2) and .796 (Study 3) both exceed the .50 convergent validity threshold. This scale was developed and validated as part of a six-scale S-D orientation battery alongside companion instruments measuring individuated, relational, ethical, empowered, and concerted interaction capabilities -- researchers intending to assess S-D orientation comprehensively should consider deploying all six scales together.
Karpen, I. O., Bove, L. L., Lukas, B. A., & Zyphur, M. J. (2015). Service-dominant orientation: Measurement and impact on performance outcomes. Journal of Retailing, 91(1), 89-108.
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