Store Employee Service Quality

What it measures

Five seven-point Likert-type items assess a consumer's expectations and general attitude toward the quality of service provided by store employees. Items address being treated well, receiving personal attention, willingness to assist, high-quality service, and employee responsiveness. The scale draws on SERVQUAL responsiveness and empathy dimensions and has been used in both lab and field retail settings.

Response format

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

Scale items

• Customers could expect to be treated well in this store.
• Employees of this store could be expected to give customers personal attention.
• This store's employees would be willing to help customers.
• This store would offer high-quality service.
• Employees of this store would not be too busy to respond to customers' requests promptly.
• It would be realistic to expect prompt service from employees of this store.

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

Usage notes & scoring

Baker, Grewal, and Parasuraman (1994) used the five-item version (alpha=.84); Baker et al. (2002) used items 1, 2, and 6 (a variant of item 5) with composite reliabilities of .85 and .80. The six-item version is shown below. PCA confirmed items loaded on a single factor with high loadings (≥.66) and low cross-loadings.

Citation

Baker, J., Grewal, D., & Parasuraman, A. (1994). The influence of store environment on quality inferences and store image. Journal of the Academy of Marketing Science, 22(4), 328–339.

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