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Testimonial

This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin

loyalty

How much a person considers a relationship he/she has with a particular entity such as a person or company to be characterized by trust and loyalty is measured with four, seven-point semantic differentials.

The scale has six items that measure the likelihood that a person will engage in behaviors indicating he/she will purchase services again from a particular business and will recommend it to others as well.

The degree of loyalty a customer has to a particular agent, even if the agent moved to another company in the same industry, is measured with three, five-point items.

The three, seven-point Likert-type items in this scale measure the degree to which a person who has visited a place (unidentified in the items) is willing to visit it again if the same level of service is provided.  The scale appears to be amenable for use with hotels, restaurants, resorts, and a wide variety of other places people visit that provide some degree of service and which can affect one’s intention of returning to in the future.

A customer’s openness to contacting and interacting with a salesperson in the future whom he/she has interacted with in the past is measured with three, seven-point Likert-type items. 

The scale measures the degree to which a customer of a branded product or store engages in conspicuous behaviors that can be visually observed by others in order to communicate he/she is a customer of the brand.  Three, seven-point Likert-type items compose the scale. 

The scale uses Likert-type items to measure how much a person believes that he/she would not patronize (shop, return to, use) an establishment again in the future and, instead, go to a different one.  Two- and three-item versions are described.

Five, seven-point Likert-type items measure a consumer’s commitment to buy a particular brand in the future if it is available. 

The scale measures a customer’s intention to continue purchasing a specified good from the same specified retailer as was purchased from in the past.  Four, seven-point Likert-type items compose the scale.  The sentences are stated hypothetically but can be easily adapted for measuring actual repurchase intentions by replacing the word “would” in each sentence with “will.”

This seven-item, seven-point Likert-type scale measures a consumer’s strong emotional bond to a particular service provider.