This scale measures the extent to which a customer buys only from one particular company, focusing on actual or intended patronage rather than on what the customer thinks of the business. Wolter and colleagues (2022) used it in Study 1 with 323 MTurk participants, basing the phrasing of several items on wording suggested by Watson et al. (2015).
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.
Alpha was .96 (Wolter et al. 2022, p. 1067). The scale was part of a PLS-SEM model in Study 1, but its validity was not discussed; the reported AVE was notably high (.92). Words in capitals should be replaced with the focal company, product and category.
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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