Customer Loyalty Four-Stage Model (Oliver)
Marketing & SalesReliability: alphas 0.78–0.914 sample items
About this scale
A multi-item measure of customer loyalty across four stages: cognitive (information-based), affective (liking), conative (intention), and action (behaviour).
Sample item(s)
“This brand provides better value than its competitors (cognitive)”
“I like this brand (affective)”
“I intend to buy this brand again (conative)”
“I have bought this brand many times (action)”
Reliability
Reported internal consistency: alphas 0.78–0.91. As a rule of thumb, Cronbach’s α ≥ .70 is considered acceptable, ≥ .80 good, and ≥ .90 excellent for established measures.
Notes
Foundational loyalty framework.
Source & citation
Oliver, R. L. (1999): Whence consumer loyalty? Journal of Marketing, Vol. 63 (Special Issue), pp. 33–44.
Source. Scale details are summarised from the publication cited above. Always consult the original source for the full item set, scoring, and permission to use.
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