विधियों की तुलना करें

	उपभोक्ता सहभागिता पैमाना	ग्राहक निष्ठा पैमाना
क्षेत्र	विपणन प्रबंधन	विपणन प्रबंधन
परिवार	Process / pipeline	Process / pipeline
उद्भव वर्ष	1985	1994
प्रवर्तक	Judith Lynne Zaichkowsky	Alan S. Dick, Kunal Basu
प्रकार	Uni-dimensional consumer involvement scale	Multi-dimensional behavioral and attitudinal loyalty scale
मौलिक स्रोत	Zaichkowsky, J. L. (1985). Measuring the Involvement Construct. Journal of Consumer Research, 12(3), 341-352.	Dick, A. S., & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
उपनाम	Product Involvement Scale, Personal Involvement Inventory	Behavioral Loyalty Scale, Loyalty Commitment Scale
संबंधित	3	4
सारांश	The Consumer Involvement Scale (CIS), developed by Zaichkowsky (1985), measures the degree to which a consumer feels personally invested in a product, brand, or purchase decision. Originally a 20-item instrument operationalizing the concept of 'personal relevance,' the CIS was refined to 10 items in 1994 (Revised Personal Involvement Inventory, PII), maintaining measurement of consumer involvement across multiple semantic dimensions. Involvement captures both the personal importance of a product category and the perceived risk of making a poor choice. The scale is fundamental in consumer behavior research for understanding motivation, information processing, and purchase decision intensity.	The Customer Loyalty Scale (CLS) measures customer loyalty as a combination of attitudinal commitment and behavioral intention. Developed by Dick and Basu (1994), the scale distinguishes between behavioral loyalty (repeat purchases) and attitudinal loyalty (emotional commitment), recognizing that true loyalty involves both. CLS captures multiple dimensions of loyalty including repurchase intention, word-of-mouth advocacy, and resistance to competitive offerings. The instrument is widely used in marketing research to predict customer lifetime value and identify at-risk customers.