Loyalty to the Business

What it measures

This scale measures how much a customer plans to keep supporting and buying from a particular business. The wording is general enough for an online retailer, a physical store or a company. Koukova, Wang, and Isaac (2023) used it, under the name retailer loyalty, in two experiments in the article and two more in the web appendix on how conditional review requests affect loyalty. No source was given, so it appears to have been created by the authors.

Response format

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

Scale items

• I am likely to purchase from _____ again.
• I intend to support _____ by continuing to buy from this company.
• I plan to be a repeat customer of _____.

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

Usage notes & scoring

Alphas were .96, .92, .96 and .97 in Experiments 2, 5, 5.1 and 5.2, respectively (Koukova, Wang, and Isaac 2023); validity was not discussed. Items follow the instruction "Please indicate the extent to which you agree with the following statements," with the blank filled by the name of the focal business.

Citation

Koukova, Nevena T., Rebecca Jen-Hui Wang, and Mathew S. Isaac (2023), "'If You Loved Our Product': Do Conditional Review Requests Harm Retailer Loyalty?" Journal of Retailing, 99 (1), 85-101.

Keywords

More Retail & Shopper Psychology scales

• Loyalty to the Store2022 · 3 items
• Cross-Channel Review Confidence2022 · 4 items
• Time Pressure When Shopping Scale (Retail Manager-Rated)2002 · 2 items
• Price Consciousness Scale (Retail Manager-Rated)2002 · 2 items
• Customer Orientation Scale (Retail Manager-Rated)2002 · 3 items
• Local Retail Innovativeness Scale2002 · 3 items