This scale measures the part of a customer's general disposition toward loyalty, across categories, companies and brands, that rests on the economic benefits of staying and on having one's needs met. Wolter and colleagues (2022) developed it as the second of two dimensions of loyalty propensity and tested it across Pilot Studies 2 and 4 and Studies 1 to 3.
7-point Likert (strongly disagree, disagree, somewhat disagree, neither agree nor disagree, somewhat agree, agree, strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Composite reliabilities ranged from .87 in Study 2 to .94 in Pilot Study 4 (Wolter et al. 2022, p. 1060). Convergent and discriminant validity were supported in every study; AVEs ranged from .63 (Study 2) to .86 (Pilot Study 4). Use alongside the company dimension to form the higher-order loyalty propensity construct.
Wolter, Jeremy S., Dora E. Bock, Christopher D. Hopkins, and Michael Giebelhausen (2022), "Not the Relationship Type? Loyalty Propensity as a Reason to Maintain Marketing Relationships," Journal of the Academy of Marketing Science, 50 (5), 1052-1070.
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