E-Retailer Website Customisation

What it measures

Five items assess the extent to which an e-retailer tailors its recommendations, products, promotions, and transactional interface to individual customers, making each feel uniquely served.

Response format

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

Scale items

• This website makes purchase recommendations that match my needs.
• This website enables me to order products that are tailor-made for me.
• The advertisements and promotions that this website sends to me are tailored to my situation.
• This website makes me feel that I am a unique customer.
• I believe that this website is customized to my needs.

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

Usage notes & scoring

Alpha of .80. Part of the 8Cs e-loyalty model. Items blend product, promotion, and interface personalisation — researchers should check whether this multifaceted customisation construct is appropriate for their specific research question.

Recommended companion scales

Citation

Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41–50.

Keywords