Loyalty to the Service Provider

What it measures

A multiple-item likert scale designed to measure a customer’s intentions to continue doing business with a particular service provider.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• I will invest more funds through __________ in the future.
• The chances of me staying in this relationship are very good.
• The likelihood of me trying other __________ services is very good.
• I try to use __________ for all of my investment needs.
• If /when the scale is used with other types of service providers some rephrasing will be needed in this item and #4. For example, item #1 was modified by Auh et.

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

Usage notes & scoring

Reported alpha coefficients range from .86 to .88 across samples or studies. Convergent and discriminant validity evidence was provided by the original authors.

Citation

Auh, Seigyoung, Simon J. Bell, Colin S. McLeod, and Eric Shih (2007), “Co-production and Customer Loyalty in Financial Services,” Journal of Retailing, 83 (3), 359-370.

Keywords