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AN INDEX FOR THE MEASUREMENT OF CONSUMER LOYALTY *
Author(s) -
BURFORD ROGER L.,
ENIS BEN M.,
PAUL GORDON W.
Publication year - 1971
Publication title -
decision sciences
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.238
H-Index - 108
eISSN - 1540-5915
pISSN - 0011-7315
DOI - 10.1111/j.1540-5915.1971.tb01591.x
Subject(s) - loyalty , index (typography) , brand loyalty , marketing , business , advertising , preference , empirical research , measure (data warehouse) , brand preference , test (biology) , loyalty program , loyalty business model , computer science , brand awareness , economics , microeconomics , mathematics , statistics , data mining , paleontology , biology , world wide web , service quality , service (business)
The concept of consumer “loyalty” (i.e., preference for a particular store or brand) is intriguing to marketing scholars and practitioners. Research in this area would be enhanced by the acceptance of an operational measure of consumer loyalty. Loyalty appears to be a tri‐dimensional concept; per cent of budget, allocated to the store or brand, amount of switching, and number of alternatives explored have been used to measure loyalty. Consequently, the authors propose a “loyalty index” which combines these three measures. An empirical test of the proposed index showed that the index did discriminate among degrees of consumer loyalty, and was related to consumer psychological characteristics in a manner similar to that of the generally used single measures of consumer loyalty.