The conceptual development of customer loyalty measurement: A proposed scale
The conceptual development of customer loyalty measurement: A proposed scale
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DOI：
10.1057/palgrave.jt.5740080
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发表时间：
2003
期刊：
影响因子：
--
通讯作者：
R. McMullan;A. Gilmore
中科院分区：
文献类型：
--
作者：
R. McMullan;A. Gilmore
本文探讨了顾客忠诚度发展多阶段模型测量的理论基础。一个假设是指定的，并讨论了一种方法，其中强调了在发展阶段的规模，以衡量客户的忠诚度。在此基础上开发了一种测量尺度。对量表的效度和信度进行了描述和论证。最后，为有计划地使用量表来测量客户忠诚度的不同阶段奠定了基础。
This paper discusses the theoretical foundations for the measurement of a multiphase model of customer loyalty development. A hypothesis is specified and a methodology discussed which highlights the phases in the development of a scale to measure customer loyalty. Based on this a measurement scale has been developed. The scale is described and justified in terms of its validity and reliability. Finally, the stage is set for the planned use of the scale to measure the different phases of customer loyalty.