Affective Company Commitment (Gustafsson)

What it measures

Four items measure the emotional dimension of a customer's commitment to a company, including pleasure, perceived care, reciprocity, and trust.

Response format

10-point scale (1=strongly disagree, 10=strongly agree)

Scale items

• I take pleasure in being a customer of the company.
• The company is the operator that takes the best care of their customers.
• There is a presence of reciprocity in my relationship with the company.
• I have feelings of trust toward the company.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Draws primarily on Johnson et al. (2001). AVE .692; no Cronbach's alpha provided. AVE suggests acceptable convergent validity. Applied in a telecom retention study.

Recommended companion scales

Citation

Gustafsson, A., Johnson, M. D., & Roos, I. (2005). The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention. Journal of Marketing, 69(4), 210–218.

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