Evaluating Customer Special Requests

  • Sijun WangEmail author
  • Sharon E. Beatty
  • Betsy Holloway
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


This paper describes the development of a 16-item special request scale (SRS) to measure evaluative criteria used by frontline employees when facing customer special requests. Built on a preliminary research, our study provided evidence for the reliability, factor structure, validity, and potential applications of the SRS scale on the basis of analyzing data from 131 employees of an oil exchange company.


Customer Frontline employees Measurement Scale Special request scale 


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Copyright information

© Academy of Marketing Science 2019

Authors and Affiliations

  1. 1.Loyola Marymount UniversityLos AngelesUSA
  2. 2.University of AlabamaTuscaloosaUSA
  3. 3.Samford UniversityBirminghamUSA

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