Abstract
The purpose of the study was to evaluate a questionnaire for the assessment of a customer intimacy culture in the value discipline context. The main survey was completed by using a convenience sample of permanent employees (N = 200) at line, middle and top management levels of an organisation in the entertainment industry. This sample was taken from staff on structured developmental paths, while attending scheduled training events. The 169 completed questionnaires that were returned were used for the final data analyses. Owing to the small sample size, an adapted procedure for first- and second-level factor analyses was used, followed by an iterative item analysis. The preliminary findings suggest that the questionnaire can be applied for assessing customer intimacy cultures.