Love Language Scale in Retail Service Environment: An Exploratory Study
In this study, Chapman's five love languages are adapted to create a scale in the retail service context. According to Chapman (1992), most humans use one (or two) of the five love languages, namely words of affirmation, acts of service, receiving gifts, quality time, and physical touch, to communicate and receive love, which ultimately helps to maintain relationships. The theory of relational maintenance (Dindia & Canary, 1993), which states that certain maintenance behaviors (e.g. love languages) are used to sustain desired relational features, also supports Chapman's claims. The study was designed to develop a reliable and valid self-report measurement of the love-language scale in the retail service environment to measure the retailer-customer relationship.