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.

Representative items

• Say positive things about [company] to other people.
• Recommend [company] to someone who seeks your advice.
• Encourage friends and relatives to do business with [company].
• Consider [company] your first choice to buy [service].
• Do more business with [company] in the next few years.

Citation

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