Customer Journey: Touchpoint Context Sensitivity

What it measures

Four items assess the extent to which a consumer perceives a brand's touchpoints as adaptive and aligned to their personal activities, interests, needs, and daily routines. This is one of three first-order dimensions of the effective customer journey design (CJD) second-order construct. AVE was .67 (U.S.) and .66 (Europe). Discriminant validity from the other two CJD dimensions was confirmed using the Fornell–Larcker criterion.

Response format

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

Scale items

• When I encounter this brand, it takes my specific activities, interests or needs into account.
• Different touchpoints of this brand are well aligned to my personal circumstances.
• I have the impression that different touchpoints of this brand fit well into my daily routines.
• The connection between different touchpoints of this brand allows me simple and fast activities.

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

Usage notes & scoring

Response format inferred. Companion subscales measure touchpoint consistency (ID 958) and thematic cohesion (ID 960); companion global measure is ID 961.

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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