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| Skala uključenosti potrošača× | Skala lojalnosti kupaca× | |
|---|---|---|
| Oblast | Marketing menadžment | Marketing menadžment |
| Porodica | Process / pipeline | Process / pipeline |
| Godina nastanka≠ | 1985 | 1994 |
| Tvorac≠ | Judith Lynne Zaichkowsky | Alan S. Dick, Kunal Basu |
| Tip≠ | Uni-dimensional consumer involvement scale | Multi-dimensional behavioral and attitudinal loyalty scale |
| Temeljni izvor≠ | Zaichkowsky, J. L. (1985). Measuring the Involvement Construct. Journal of Consumer Research, 12(3), 341-352. DOI ↗ | Dick, A. S., & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99-113. DOI ↗ |
| Drugi nazivi | Product Involvement Scale, Personal Involvement Inventory | Behavioral Loyalty Scale, Loyalty Commitment Scale |
| Srodne≠ | 3 | 4 |
| Sažetak≠ | 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. |
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