Four negatively worded items assess the degree to which customers believe a service provider deals with them honestly and fairly -- not taking advantage of them, not applying pressure, not misleading them, and not attempting to manipulate them. This ethical capability represents one of six strategic interaction capabilities constituting a service-dominant (S-D) orientation framework. Providers high on this dimension are perceived as trustworthy partners in the service relationship, creating conditions under which genuine value co-creation can occur.
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. All four items are negatively worded (describing what the provider does NOT do), which is an important characteristic for item presentation and potential social desirability effects. AVE values of .762 (Study 2) and .787 (Study 3) both exceed the .50 threshold. This scale is one of six validated together as part of an S-D orientation battery alongside companion instruments measuring developmental (ID 679), empowered (ID 680), individuated (ID 682), and two further capabilities (relational and concerted interaction) not yet catalogued here.
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.
Free access to 2455+ psychometric scales at PsychScales