Developing a Scale to Measure Customer Loyalty

The goal of this research is to develop and test a customer loyalty scale. The main tested hypothesis is that loyalty is a process with four distinct phases: cognitive, affective, conative and action. We conducted a qualitative and a quantitative research. The sample is represented by 676 young buyers of cosmetic products from direct selling companies. We selected items for loyalty scales and pre-tested the questionnaire. We used both exploratory and confirmatory factor analysis.