Affective Company Commitment (Verhoef)

What it measures

Three items measure a person's intrinsic motivation to remain a customer of a company based on feelings of loyalty, attachment, and belonging.

Response format

5-point Likert (1=strongly disagree, 5=strongly agree)

Scale items

• I am a loyal customer of __________.
• Because I feel a strong attachment to __________, I remain a customer of __________.
• Because I feel a strong sense of belonging with __________, I want to remain a customer of __________.

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

Usage notes & scoring

Drew on multiple prior scales; composite reliability .78 in main study and in Verhoef (2003). Cronbach's alpha not separately reported. Blanks should be replaced with the company name. Included despite CR = .78 falling below the conventional .80 threshold, on the basis of very high scholarly impact (1,330+ citations) and its status as a foundational commitment measurement approach in the CRM literature.

Recommended companion scales

Citation

Verhoef, P. C., Franses, P. H., & Hoekstra, J. C. (2002). The effect of relational constructs on customer referrals and number of services purchased from a multiservice provider: Does age of relationship matter? Journal of the Academy of Marketing Science, 30(3), 202–216.

Keywords