Development of a Service Quality Scale in Retail Loyalty Program

This research aims to empirically develop a reliable and valid scale for measuring the service quality of retail loyalty program, which chooses three supermarkets with similar loyalty programs in Beijing as research objects. The scale development was mainly studied based on a literature review and quantitative researches,and the proposed scale was then purified and validated through EFA and CFA. The final instrument(LPSQual) contained 13 attributes in four dimensions: policy,reward,personalization and communication. The result shows that the LPSQual has good performance in reliability and validity, which can be an effective tool for studying program service quality in the background of retail markets.