Three bipolar semantic differential adjectives tap a consumer's holistic evaluative response to a defined service encounter -- ranging from negative to positive, unappealing to appealing, and bad to good. Because the format is semantic differential rather than Likert-type, the scale captures a gestalt affective impression rather than cognitive agreement with specific service quality propositions. The scale was developed for laboratory simulations of service encounters and validated by its strong correlation with an established external service evaluation benchmark.
Giebelhausen, M., Robinson, S. G., Sirianni, N. J., & Brady, M. K. (2014). Touch versus tech: When technology functions as a barrier or a benefit to service encounters. Journal of Marketing, 78(4), 113-124.
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