เปรียบเทียบวิธี

	มาตรวัดความภักดีของลูกค้า (Customer Loyalty Scale - CLS)	มาตรวัดคุณภาพการบริการ SERVQUAL
สาขาวิชา	การจัดการการตลาด	การจัดการการตลาด
ตระกูล	Process / pipeline	Process / pipeline
ปีกำเนิด	1994	1988
ผู้ริเริ่ม	Alan S. Dick, Kunal Basu	A. Parasuraman, Valerie A. Zeithaml, Leonard L. Berry
ประเภท	Multi-dimensional behavioral and attitudinal loyalty scale	Multi-dimensional 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.	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.
ชื่อเรียกอื่น	Behavioral Loyalty Scale, Loyalty Commitment Scale	Service Quality Instrument, Gap 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.	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.