As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Loyalty (Conative)
A person's belief that his/her repeated experience has shown that buying from a certain company is better than buying from others is measured with four, seven-point Likert-type items. The scale was called conative loyalty by Harris and Goode (2004) and was used with respect to online stores but it appears to be amenable for use with a variety of vendors.
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