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216 MEASUREMENT: SCALING, RELIABILITY, VALIDITY

After each statement, there are five numbers from 1 to 5. The higher the
number means you have experienced the problem more often. The lower the
number means you have experienced the problem less often.
For each question, please ‘‘X” the box which comes closest to how often
the problem occurs. Remember to ‘‘X” one box for each question.

Very Very
Seldom Often
How often do you have problems with 1 2 3 4 5
or complaints about the products
you buy?
How often do you have problems 1 2 3 4 5
with or complaints about the prices
you pay?
How often do you have problems 1 2 3 4 5
with or complaints about advertising?
How often do you have problems with 1 2 3 4 5
or complaints about the stores at
which you buy products?
Source: J. F. Gaski and M. J. Etzel. (1986). The index of consumer sentiment toward marketing. Jour-
nal of Marketing, 50, 71–81. Reproduced with permission of American Marketing Association.

II. SERVQUAL-P Battery (to assess the quality of service rendered)

Reliability
1. Provides the service as promised.
2. Is dependable in handling customers’ service problems.
3. Performs the service right the first time.
4. All _________’s employees are well-trained and knowledgeable.

Responsiveness
5. Employees of _________ give you prompt service.
6. Employees of _________ are always willing to help you.
7. Employees of _________ are always ready to respond to your requests.
8. ______gives customers individual attention.

Personalization
9. Everyone at _________ is polite and courteous.
10. The _________ employees display personal warmth in their behavior.
11. All the persons working at _________ are friendly and pleasant.
12. The _________ employees take the time to know you personally.