Loyalty (Altruistic)

What it measures

A four-item scale measuring loyalty.

Response format

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

Scale items

• I like to help other customers with their experience at __________.
• I am likely to do whatever I can to help __________ do better.
• I purchase from __________ because I like to give __________ my business.
• I will go out of my way to assist this service provider.
• 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., & Bansal, H. S. (2008). Commitment to a friend, a service provider, or a service company—are they distinctions worth making?. Journal of the Academy of Marketing Science, 36(4), 473-487.

Keywords