There has long been a requirement for researchers to relate different loyalty measures in one paper and to compare measures across markets. Explores the performance of a number of loyalty measures in two service markets, namely a telecommunications market, and a credit card market. Also explores the performance of a number of measures across market types. The results indicate that all eight measures can be considered as indicators of brand loyalty in service markets. Two distinct concepts of loyalty were apparent in the telecommunications market. A third possible concept, termed differentiation loyalty, was also evident in the analysis conducted. This suggests that distinguishing between concepts does matter, specifically in service markets where a decrease in behavioral loyalty results in a customer defection. There is no difference in the performance of brand loyalty measures in service markets when compared with a repeat-purchase market.