The scale assesses how much a customer trusts an organization's frontline personnel to act in their best interest and follow through on promises, adapted from an established customer-trust framework.
7-point Likert (1=strongly disagree, 7=strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Grosso et al. (2020) adapted this scale from Guenzi, Johnson, and Castaldo (2009), changing only the reference from 'salesperson' to 'personnel'; used in a very large, 14-country study (n = 22,050). Reliability was excellent (α = .913). CFA supported the scale's validity, with an AVE of .782. This is one of several related trust scales from the same study already on this site — see also Trust in the Retailer and the companion Privacy Concerns scales. Translated versions were used for non-English-speaking participants.
Grosso, Monica, Sandro Castaldo, Hua (Ariel) Li, and Bart Larivière (2020), "What Information Do Shoppers Share? The Effect of Personnel-, Retailer-, and Country-Trust on Willingness to Share Information," Journal of Retailing, 96 (4), 524-547.
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