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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

loyalty

Four, five-point Likert-type items measure a customer's attitude toward his/her current and future purchases of the brand.

Four, five-point Likert-type items measure a customer’s degree of commitment and loyalty.  The scale is general in the sense that it can be easily adapted for use with a variety of business entities such as a company, brand, store, or website.

A customer’s belief that something such as a particular brand or company is better than the alternatives and that he/she is loyal to it, is measured using three, nine-point Likert-type items.

With three, seven-point Likert items, the scale measures how much a customer will return to receive service from a particular provider in the future.  The items are phrased hypothetically but a very slight change in wording can make the scale relevant for use with an actual business relationship.

The willingness of a consumer to shift companies with which he/she does business is measured with three, seven-point Likert-type items.

The likelihood that a person will engage in several behaviors that indicate loyalty to a sports team is measured using six, seven-point Likert-type items.

The scale measures a customer’s belief that the relationship he/she has with a service firm is based on the long-term, reciprocal contributions of both parties and benefits to those parties.  Five, seven-point Likert-type items compose the measure.

The extent to which a consumer habitually uses a particular product or brand for a purpose without consciously thinking about its choice is measured using four, five-point Likert-type items.  Four versions of the scale are described, varying based on which product and type of usage is being referred to: a product used regularly, a product that was replaced by another product that was used regularly, a product used rarely or not at all, and a product which was replaced by another product that ended up not being used much if at all.

Using eight sentences and a seven-point response format, this scale measures the degree to which a consumer expresses strong trust of, affection toward, and commitment to a particular brand.  Several of the sentences are phrased as if one were describing a relationship with a person. 

The degree to which a consumer is committed to a company and believes the company knows what he/she wants is measured with three, seven-point Likert-type items.