Retail Store Loyalty Intentions

What it measures

Measures a customer's intentions to purchase from a retailer again, recommend the store to others, and remain a customer even if prices increase. The three items collectively span the key behavioural dimensions of customer loyalty: repeat purchase, advocacy, and price tolerance. Validated across three studies with AVE of .87 and discriminant validity established via the Fornell–Larcker criterion. Scale is phrased hypothetically but can be adapted to current relationship contexts by substituting 'would' with 'will'.

Response format

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

Scale items

• purchase from _____ in the future.
• recommend _____ to friends.
• remain a customer if _____ increased its prices.

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

Usage notes & scoring

Insert the store name in the blanks. Phrased hypothetically by default; replace 'would' with 'will' for real contexts. Alpha in Study 1 was notably lower (.778) than Studies 3 and 4 (.95 and .93). AVE = .87.

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.

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