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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

patronage

The scale is composed of three, five-point items attempting to assess a person's likelihood of making purchases a certain way. It is intended to tap into an aspect of loyalty. Given the phrasing of the items, the scale may only be useful in limited situations such as with credit/debit cards or making payments with a mobile phone.

Three, seven-point Likert-type statements are used to assess the degree to which a customer believes that a specified store makes serious and significant efforts to strengthen and improve relationships with its regular customers.

The scale is composed of three, five-point Likert-type statements and attempts to assess the degree to which a consumer has a favorite grocery store and expresses a willingness to go to the effort to shop only there for groceries.

Three questions are used to assess the degree to which a customer tends to purchase a certain category of products in a specified store. The emphasis of the scale is on behavioral loyalty rather than a more attitudinal aspect such as commitment.

The three-item scale attempts to measure a consumer's desire to concentrate purchases at one store. Although the items refer to supermarkets, that term could be easily changed when wanting to measure loyalty to other types of retailers.

This scale uses three, five-point Likert-type statements to measure the extent to which a customer intends to remain a customer of a specific service provider for the foreseeable future despite typical market actions that it or its competitors might take, e.g., change in prices charged.

Three, five-point Likert-type statements are used to measure the extent to which a customer intends to proactively engage in certain activities with regard to a service provider such as spreading positive word-of-mouth about it and using more of its services.

The scale is composed of four, five-point Likert-type statements attempting to assess a person's attitude towards a product with the emphasis being on rather specific benefits related to the product's usage. Given the phrasing of the items, the scale may only be useful with a limited set of products. In the study by Bolton, Kannan, and Bramlett (2000), the product was a particular brand of credit card but the scale would seem to be amenable for use with insurance products as well.

Three, seven-point statements are used to measure the likelihood that a person would shop again at a store where some negative event has occurred.