Customer Journey: Touchpoint Context Sensitivity

CJD-CSPerceived responsiveness of a brand's touchpoints to the consumer's individual needs, circumstances, and routines

4 items 2019 α .89 (both U.S. and Europe) Free Kuehnl, C., Jozic, D., & Homburg, C.

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.

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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