Customer Loyalty Scale

What it measures

Measures behavioural loyalty intentions toward a service provider — the propensity to remain with, increase business with, and advocate for a company. Part of Zeithaml et al.'s landmark behavioural intentions battery, the loyalty subscale is the most frequently extracted component and the standard outcome measure in service quality and customer relationship research.

Response format

Likert (1–7, strongly disagree to strongly agree)

Scale items

• I consider [company/brand] my first choice for [product/service category].
• I would continue doing business with [company/brand] even if prices increased somewhat.
• I intend to continue buying from [company/brand] in the future.
• I would recommend [company/brand] to people I know.
• I would encourage friends and relatives to do business with [company/brand].

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

Usage notes & scoring

Score = mean. Often reported alongside the WOM subscale from the same battery. Strong predictor of customer retention and lifetime value. Distinguish from attitudinal loyalty (Oliver, 1999) — this scale captures behavioural intentions rather than the psychological commitment component of loyalty. Used alongside satisfaction and service quality measures in service research models.

Recommended companion scales

Citation

Zeithaml, V.A., Berry, L.L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46.

Keywords