Value of Win-Back Offer

What it measures

A ten-item scale measuring value of win-back offer.

Response format

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

Scale items

• My former service provider’s offerings meet my quality standards.
• I think that, given my former service provider’s features/services, it is a good value for the money.
• The offer made by my former service provider meets my price requirements.
• Compared to the maximum price I would be willing to pay for __________, my former service provider’s
• I would value my former service provider’s offer as it would meet my needs for a reasonable price.
• The offer from my former service provider would be a worthwhile consideration.
• After evaluating the offer made by my former service provider, I am confident that I am getting quality
• If l go back to my former service provider I think I would be getting good value for the money I spend.
• If I go back to my former service provider I feel I would be getting my money’s worth.
• I feel that I am getting a good quality __________ service for a reasonable price at my former service
• Before completing the scale, participants read a scenario asking them to imagine that a former service provider made an offer to win back their business. See the

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

Usage notes & scoring

Internal consistency (alpha = .95) was reported in the primary study. Factor analytic procedures were used to support the scale's structural validity.

Citation

Grewal, Dhruv, Kent B. Monroe and R. Krishnan (1998), “The Effects of Price-Comparison Advertising on Buyer’s Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions,” Journal of Marketing, 62 (April), 46-59.

Keywords