Multichannel Cooperation Scale

What it measures

Measures the degree to which the company's sales channels work with one another and with the company's sales management in a close and constructive manner when acting in the market. Captures holistic multichannel system cooperation (both inter-channel and channel-management cooperation). Higher scores indicate greater cooperation.

Response format

Likert

Scale items

• Our sales channels regularly exchange relevant information.
• Our sales channels work closely together when acting in the market.
• Our sales channels and their relationships between each other can be characterized as cooperative.
• Our sales channels and our sales management regularly share relevant information.
• Our sales channels and our sales management work closely together when operating on the market.

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

Usage notes & scoring

CR = .89, AVE = .63, ICC(1) = .25. 7-point scale (1='strongly disagree', 7='strongly agree'). Developed from Anderson and Narus (1990), Frazier (1983), and Zhang et al. (2010). Treated as holistic (not split horizontal/vertical) because full cooperation requires all members. MC cooperation is the key mediator between differentiation approaches and company sales success.

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