Calculative Company Commitment (Gustafsson)

What it measures

Three items measure the calculative dimension of customer commitment, capturing economic payoffs, financial loss from leaving, and locational advantages of the current provider.

Response format

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

Scale items

• It pays off economically to be a customer of the company.
• I would suffer economically if the relationship were broken.
• The company has location advantages versus other companies.

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 .630; no Cronbach's alpha provided. AVE is below the commonly used .50 threshold—interpret results with caution.

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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