Development of a commercial friendship quality scale in Dutch pubs

Purpose – This study aims to develop and validate a scale to measure commercial friendship quality (CFQ) between hospitality staff and guests. In addition, this study provides quantitative validation of a conceptual model previously developed through qualitative research. Design/methodology/approach – Drawing on friendship theory and prior qualitative research, an initial item pool was generated based on three core dimensions: disclosure, social support and activities. Following a widely recognized scale development procedure, the item pool was systematically refined through expert review, cognitive interviews and pilot testing. Data were collected from 562 guests of Dutch pubs. Subsequently, exploratory and confirmatory factor analyses were conducted, followed by tests of convergent and nomological validity. Findings – The results reveal a three-factor structure that largely corresponds to the proposed dimensions. The final scale showed strong reliability and validity, including nomological validity for loyalty and word of mouth. Practical implications – The CFQ scale provides hospitality managers with a practical tool to evaluate and improve guest interactions, offering insights into the social dynamics that underpin repeat patronage. In doing so, it helps translate academic findings into actionable strategies to enhance loyalty and positive word of mouth. Originality/value – This study substantiates earlier qualitative work with quantitative evidence and introduces the first validated scale for measuring CFQ. It advances research on the social component of service experiences and highlights the novelty of capturing the unique dimensions of commercial friendship in the hospitality sector.