General Company Commitment (Lemon)

What it measures

Five items assess the degree of commitment a person feels to a company and their likelihood of returning as a regular customer.

Response format

7-point (1=not at all, 7=extremely)

Scale items

• To what extent is the relationship you read about likely to be long term?
• How likely is it that the next time you need to __________, you would use this company?
• How committed would you be to this company?
• How likely are you to frequent this company on a regular basis?
• How much of an obligation would you feel to do business with this company (relative to other options)? [item may be truncated]

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

Usage notes & scoring

Appears original to Lemon, White, and Winer (2002); used as a pretest measure before Study 2. Alpha .91. Item 5 appears truncated—verify full wording against original article. Blanks should be replaced with the service type.

Recommended companion scales

Citation

Lemon, K. N., White, T. B., & Winer, R. S. (2002). Dynamic customer relationship management: Incorporating future considerations into the service retention decision. Journal of Marketing, 66(1), 1–14.

Keywords