Horizontal Multichannel Conflict Scale

What it measures

Measures the degree of disputes occurring among the company's sales channels in the multichannel system, as reflected by their frequency, intensity, and importance. Higher scores indicate greater horizontal conflict between channels (lateral conflicts among channel peers).

Response format

Likert

Scale items

• Among our sales channels, frequent conflict occurs.
• Among our sales channels, intensive conflict occurs.
• Among our sales channels, conflict over important issues occurs.

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

Usage notes & scoring

CR = .88, AVE = .72, ICC(1) = .23. 7-point scale (1='strongly disagree', 7='strongly agree'). Adapted from Brown and Day (1981) and Coelho and Easingwood (2004). MC segment differentiation reduces horizontal conflict; customer heterogeneity moderates this effect.

Recommended companion scales

Citation

Fürst, A., Leimbach, M. & Prigge, J-K. (2017). Organizational multichannel differentiation: An analysis of its impact on channel relationships and company sales success. Journal of Marketing, 81(1), 59–82.

Keywords