Loyalty to the Service Provider

What it measures

The scale measures a customer's loyalty toward a service provider — their preference to keep choosing that firm, stay committed to it, and expand their business with it over time. Items were tested across two studies in different countries to confirm the pattern holds cross-culturally, developed to examine how a firm's digital presentation of its employees shapes customer perceptions and loyalty.

Response format

7-point Likert (very low to very high)

Scale items

• considering this service firm as my first choice for the purchase of such services is . . .
• staying loyal to this service firm is . . .
• doing more business with this service firm in the future is . . .
• additionally purchasing other services from this service firm in the future is . . .
• recommending this service firm to other people is… 2
• saying positive things about this service firm to other people is . . .

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

Usage notes & scoring

Herhausen et al. (2020) used this scale in a German-language study (Study 1) and an English-language US study (Study 2); source not stated. Reliability was good to strong (α = .85–.91) across both. Confirmatory factor analyses were conducted, though validity-specific results for this particular scale weren't clearly reported.

Citation

Herhausen, D., Emrich, O., Grewal, D., Kipfelsberger, P., & Schoegel, M. (2020). Face Forward: How Employees’ Digital Presence on Service Websites Affects Customer Perceptions of Website and Employee Service Quality. Journal of Marketing Research, 57(5), 917-936.

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