Loyalty (Willingness to Pay More)

What it measures

A four-item likert scale designed to measure the likelihood that a customer will pay more to continue receiving service from a particular provider.

Response format

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

Scale items

• I am likely to pay a little bit more for using __________.
• Price is not an important factor in my decision to remain with __________.
• If __________ were to raise the price by 10%, I would likely remain.
• I am willing to pay more for __________’s services.
• These items were supplied by Jones (2010). The name of the business should be placed in the blanks.

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

Usage notes & scoring

Convergent and discriminant validity evidence was provided by the original authors.

Citation

Jones, T., & Taylor, S. F. (2007). The conceptual domain of service loyalty: How many dimensions? Journal of Services Marketing, 21(1), 36–51.

Keywords