Customer Heterogeneity Scale

What it measures

Measures the degree to which a company's customers have diverse needs across product type and features, price and quality preferences, and service requirements. Higher scores indicate greater heterogeneity in customer needs across the company's customer base.

Representative items

• Our customers are very diverse in terms of type of products and product features they like to consider.
• Our customers are very diverse in terms of service needs.

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.