Customer Journey: Touchpoint Consistency

What it measures

Four items assess the degree to which a consumer perceives a brand's various touchpoints as presenting a uniform, coherent, and concerted image. This is one of three first-order dimensions of the effective customer journey design (CJD) second-order construct developed by Kuehn, Jozic, and Homburg (2019), validated across U.S. and European samples totalling 4,814 consumers. AVE was .71 (U.S.) and .69 (Europe). Discriminant validity from the other CJD dimensions was confirmed using the Fornell–Larcker criterion.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree; inferred)

Scale items

• This brand conveys a uniform impression across different touchpoints.
• This brand is consistent across different touchpoints.
• The presentation of the brand's various touchpoints emits a homogeneous image.
• Different touchpoints of this brand are designed in a concerted way.

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

Usage notes & scoring

Response format was inferred from the paper; a 7-point Likert scale is most likely. Companion subscales measure context sensitivity (ID 959) and thematic cohesion (ID 960) of touchpoints; companion global measure is ID 961. Brand loyalty outcome scale from the same paper is ID 933.

Recommended companion scales

Citation

Kuehn, C., Jozic, D., & Homburg, C. (2019). Effective customer journey design: Consumers' conception, measurement, and consequences. Journal of the Academy of Marketing Science, 47(3), 551–568.

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