Customer Cross-Channel Buying Scale

What it measures

Measures the propensity of the company's customers to switch among different sales channels within the purchasing process. Higher scores indicate a greater tendency for customers to migrate between channels during a purchase episode.

Response format

Likert

Scale items

• Our customers frequently switch among sales channels when purchasing.
• Our customers often migrate to another sales channel during a purchase.
• Our customers typically use several sales channels when they buy from our company.
• Our customers often switch among sales channels within purchases.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

CR = .86, AVE = .60, ICC(1) = .21. 7-point scale (1='strongly disagree', 7='strongly agree'). Adapted from Neslin and Shankar (2009) and Verhoef, Neslin, and Vroomen (2007). Moderates the impact of MC task differentiation on vertical conflict and cooperation: under high cross-channel buying, task differentiation more strongly reduces vertical conflict.

Recommended companion scales

Citation

Fürst, A., Leimbach, M. & Prigge, J-K. (2017). Organizational multichannel differentiation: An analysis of its impact on channel relationships and company sales success. Journal of Marketing, 81(1), 59–82.

Keywords