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MEASURES FROM MARKETING RESEARCH 217

Tangibles
13. _________ has modern-looking equipment.
14. _________’s physical facilities are visually appealing.
15. _________’s employees have neat and professional appearance.
16. Materials associated with the service (such as pamphlets or statements) are
visually appealing at _________.

Source: B. Mittal and W. M. Lassar. (1996). The role of personalization in service encounters. Jour-
nal of Retailing, 72, 95–109. Reproduced with permission of Jai Press, Inc.

III. Role Ambiguity (Salesperson)

Very False Very True
1 2 3 4 5 6 7

1. I feel certain about how much authority I have in my
selling position. ___
2. I have clearly planned goals for my selling job. ___
3. I am sure I divide my time properly while performing
my selling tasks. ___
4. I know my responsibilities in my selling position. ___
5. I know exactly what is expected of me in my selling position. ___
6. I receive lucid explanations of what I have to do in my sales job. ___

A modified version of Rizzo, House, and Lirtzman’s (1970) Role ambiguity in complex organizations
scale published in Administrative Science Quarterly, 15, p. 156