Loyalty to the Agent

What it measures

The scale assesses customer loyalty directed at an individual salesperson or agent, rather than the company they represent — a useful distinction in relationship-selling research.

Response format

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

Scale items

• If my agent moved to a new _____ firm, I would likely shift to this agent’s new firm.
• I feel greater loyalty toward my agent than to this agent’s firm.
• I would recommend this agent to my friends even if this agent changed _____ firms.

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

Usage notes & scoring

Kidwell et al. (2020) adapted items from a six-item B2B loyalty scale by Palmatier, Scheer, and Steenkamp (2007), applying it to real-estate customers identified by their agents as recent clients. Reliability was exceptionally high (α = .99). Validity wasn't separately assessed.

Citation

Kidwell, B., Lopez-Kidwell, V., Blocker, C., & Mas, E.M. (2020). Birds of a Feather Feel Together: Emotional Ability Similarity in Consumer Interactions. Journal of Consumer Research, 47(2), 215–236.

Keywords