Customer Journey: Touchpoint Thematic Cohesion

CJD-TCPerceived degree to which a brand's touchpoints share a common thematic identity and philosophy

4 items 2019 α .88–.89 (varied by country) Free Kuehnl, C., Jozic, D., & Homburg, C.

What it measures

Four items assess the degree to which a consumer perceives a brand's touchpoints as united by a clear and coherent thematic concept. This is one of three first-order dimensions of the effective customer journey design (CJD) second-order construct. AVE was .66 (U.S.) and .64 (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.

View & search this scale interactively →

Free access to 2023+ psychometric scales at PsychScales