Uporedite metode

	Skala lojalnosti kupaca	Skala kvaliteta usluge SERVQUAL
Oblast	Marketing menadžment	Marketing menadžment
Porodica	Process / pipeline	Process / pipeline
Godina nastanka	1994	1988
Tvorac	Alan S. Dick, Kunal Basu	A. Parasuraman, Valerie A. Zeithaml, Leonard L. Berry
Tip	Multi-dimensional behavioral and attitudinal loyalty scale	Multi-dimensional service quality scale
Temeljni izvor	Dick, A. S., & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99-113.	Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.
Drugi nazivi	Behavioral Loyalty Scale, Loyalty Commitment Scale	Service Quality Instrument, Gap Model
Srodne	4	4
Sažetak	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.	SERVQUAL is a 22-item, multi-dimensional scale developed by Parasuraman, Zeithaml, and Berry in 1988 to measure consumer perceptions of service quality. It captures the gap between customer expectations and actual service performance across five core dimensions: Tangibles, Reliability, Responsiveness, Assurance, and Empathy. The instrument has become the most widely used tool for service quality assessment in marketing research and practice.