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.

Representative items

• Our customers frequently switch among sales channels when purchasing.
• Our customers often switch among sales channels within purchases.

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.