Personal Customer Orientation Scale (PeKS)
Measures the degree to which the actions and attitudes of service employees are oriented toward customer satisfaction.
Scale Development & Technical Details
Scale Overview
The Personal Customer Orientation Scale (PeKS) was developed by Egold (2007). It is designed to measure Customer orientation. The scale is intended for use with Service industry employees, healthcare professionals, retail employees.
Scale Structure
This instrument consists of 8 items.
Response Format
Respondents rate each item using a custom response format.
Response anchors: 1 = Strongly disagree, 2 = Rather disagree, 3 = Partly / Neutral, 4 = Rather agree, 5 = Strongly agree.
Scoring
Item scores are averaged to produce a mean score.
Total scores range from 8 to 40. Interpretation guidelines:
- Low customer orientation: 8 – 23
- Moderate customer orientation: 24 – 31
- High customer orientation: 32 – 40
Psychometric Properties
Internal Consistency: The scale has demonstrated good to excellent internal consistency with reported Cronbach’s alpha values of Cronbach's alpha = .73.
Administration
The scale is self-administered and typically takes approximately 1 minutes to complete. It can be administered individually or in group settings. No special training is required for administration.