Service Personalization Effort

What it measures

Three five-point Likert-type items measure the degree to which a consumer has invested effort into personalising or configuring a service to meet their needs. Items address whether the service is personalised, whether the consumer has set up the service to their preferences, and the effort put into adapting it. The scale was conceptualised as an antecedent to switching costs in telecommunications and credit card contexts.

Response format

5-point Likert (1=strongly disagree, 5=strongly agree)

Scale items

• My service is personalized in some way.
• I "set up" my service to use it the way I want to.
• I have put effort into adapting my service to meet my needs.

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

Usage notes & scoring

Alphas of .92 (long-distance) and .86 (credit cards) were reported. CFA supported unidimensionality, convergent validity, and discriminant validity alongside five other switching cost antecedent scales.

Citation

Burnham, T. A., Frels, J. K., & Mahajan, V. (2003). Consumer switching costs: A typology, antecedents and consequences. Journal of the Academy of Marketing Science, 31(2), 109–126.

Keywords