Service Provider Loyalty Intentions

What it measures

Assesses the likelihood that a customer will return to, remain loyal to, and avoid switching away from a specific service provider. Items were developed for use across four experimental studies examining the role of relationship ties in post-failure loyalty. The scale is phrased hypothetically (using 'would'), suitable for scenario-based research, but can be re-worded to 'will' for real service relationships. Item 3 is reverse-scored. Consistent reliability across four studies validates its cross-context applicability.

Response format

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

Scale items

• It is very likely that I would schedule my next session with this service provider.
• I would be loyal to this service provider in the future.
• I would consider trying a new service provider next time. (r)

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

Usage notes & scoring

Item 3 is reverse-scored (r). Default phrasing is hypothetical ('would'); substitute 'will' for real relationship contexts. Alphas ranged .85–.93 across Studies 2, 3, 4a, and 4b.

Recommended companion scales

Citation

Umashankar, N., Ward, M.K., & Dahl, D.W. (2017). The benefit of becoming friends: Complaining after service failures leads customers with strong ties to increase loyalty. Journal of Marketing, 81(6), 79–98.

Keywords