Customer-Related Responsiveness Scale

What it measures

Four-item newly developed scale measuring the extent to which an organisation responds quickly to customer-related changes. Items capture rapidity of response to important customer events, speed of implementing planned customer activities, agility in adjusting underperforming customer activities, and responsiveness to fundamental customer changes. Parallel form to CORR (1851).

Response format

7-point scale (1 = strongly disagree, 7 = strongly agree)

Scale items

• We respond rapidly if something important happens with regard to our customers.
• We quickly implement our planned activities with regard to customers.
• If our customer-related activities do not lead to the desired effects, we are fast at changing them.
• We quickly react to fundamental changes with regard to our customers.

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

Usage notes & scoring

Composite reliability = .88; average variance extracted = .64. Newly developed; item generation inspired by Jayachandran, Hewett, and Kaufman (2004). Customer-related responsiveness was more strongly driven by COAS (affective/cultural system, γ = .55) than COCS (cognitive/information system, γ = .29). Validated in cross-industry study (n = 280 business units).

Recommended companion scales

Citation

Homburg, C., Grozdanovic, M., & Klarmann, M. (2007). Responsiveness to customers and competitors: The role of affective and cognitive organizational systems. Journal of Marketing, 71(3), 18–38.

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