Price Premium Loyalty Intention

What it measures

Three items measuring a consumer's stated willingness to continue purchasing from a specific retailer and to pay a price premium rather than defecting to cheaper alternatives. Habel et al. (2016) used the scale in Study 2 as part of a large-scale survey examining how CSR activities affect price fairness perceptions and customer loyalty intentions. The scale reflects the behavioural loyalty component tied explicitly to price tolerance. The company name should be inserted in the blank in each item.

Response format

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

Scale items

• I am willing to pay a higher price at _____ than at its competitors.
• I would like to keep buying at _____, even if other companies were cheaper.
• For the advantages I have as a customer of _____ I would be willing to pay a higher price.

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

Usage notes & scoring

Alpha was .938. The scale draws conceptually from Zeithaml, Berry, and Parasuraman (1996) and similar loyalty scales but the items were created by Habel et al. and differ substantially from their sources. A companion scale from the same paper measures perceived price-value ratio (ID 876).

Recommended companion scales

Citation

Habel, J., Schons, L.M., Alavi, S., & Wieseke, J. (2016). Warm glow or extra charge? The ambivalent effect of corporate social responsibility activities on customers' perceived price fairness. Journal of Marketing, 80(1), 84–105.

Keywords