Loyalty Program Perceived Value

What it measures

Three seven-point items assess the perceived value of a loyalty program's reward structure, covering the cash value of rewards, the likelihood of actually obtaining those rewards, and the desirability of the rewards offered. The scale was developed to investigate how program value perceptions influence program loyalty and brand loyalty.

Response format

7-point rating scale (1=not at all, 7=quite a lot)

Scale items

• The proposed rewards have high cash value.
• It is likely to get the proposed rewards.
• The proposed rewards are what I have wanted.

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

Usage notes & scoring

Alphas of .80 (high involvement) and .79 (low involvement). CFA and supplementary analyses supported convergent and discriminant validity. The slightly sub-.80 alpha in the low involvement condition should be noted when applying to low-involvement contexts.

Citation

Yi, Y., & Jeon, H. (2003). Effects of loyalty programs on value perception, program loyalty, and brand loyalty. Journal of the Academy of Marketing Science, 31(3), 229–240.

Keywords