เปรียบเทียบวิธี

	มาตรวัดความภักดีของลูกค้า (Customer Loyalty Scale - CLS)	มาตรวัด SERVPERF
สาขาวิชา	การจัดการการตลาด	การจัดการการตลาด
ตระกูล	Process / pipeline	Process / pipeline
ปีกำเนิด	1994	1992
ผู้ริเริ่ม	Alan S. Dick, Kunal Basu	Joseph J. Cronin Jr., Steven A. Taylor
ประเภท	Multi-dimensional behavioral and attitudinal loyalty scale	Performance-only service quality scale
แหล่งต้นตำรับ	Dick, A. S., & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99-113.	Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3), 55-68.
ชื่อเรียกอื่น	Behavioral Loyalty Scale, Loyalty Commitment Scale	Perception-Only Service Quality Scale, SERVPERF-Performance Model
ที่เกี่ยวข้อง	4	4
สรุป	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.	SERVPERF, developed by Cronin and Taylor in 1992, is a streamlined service quality measurement instrument that evaluates perceived service performance only, without the expectation component. Using 22 items identical in content to SERVQUAL but applied to perception alone, SERVPERF reduces survey burden while maintaining dimensional coverage of Tangibles, Reliability, Responsiveness, Assurance, and Empathy. Empirical evidence suggests SERVPERF performs equally well or better than SERVQUAL in explaining overall satisfaction.