Loyalty Program Preference

Name: Loyalty Program Preference
Published: 2003
License: https://psychometricscales.com/methodology.html

LPPConsumer preference for and endorsement of a business's loyalty program relative to alternatives

3 items 2003 α .86–.88 Free Yi, Y., & Jeon, H.

What it measures

Three items capture how positively a consumer evaluates a proposed loyalty program compared to alternatives, how strongly they prefer it, and their willingness to recommend it to others.

Response format

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

Scale items

I like the proposed loyalty program more so than other programs.
I have a strong preference for the proposed loyalty program.
I would recommend the proposed loyalty program to others.

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

Usage notes & scoring

Alphas of .86 (high involvement) and .88 (low involvement). The response anchors appear to be not at all and quite a lot — less standard than typical agree/disagree anchors. Confirmatory factor analysis and supplementary analyses provided evidence of reliability and validity.

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.

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Keywords

#loyaltyprogram#retention#preference#recommendation#CRM

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