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Scale Reviews

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The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

Loyalty to the Store

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.