Multichannel Segment Differentiation Scale

What it measures

Measures the degree to which a company's sales channels differ in the customer segments they are responsible for serving. Under high segment differentiation, each channel focuses on different customer groups. Higher scores indicate greater segment-based specialization across channels.

Response format

Likert

Scale items

• Our sales channels strongly differ as they sell to different customer segments.
• Our sales channels strongly differ as they address different target groups.
• Our sales channels strongly differ as they serve different market segments.
• Our sales channels strongly differ as they focus on different customer groups.

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

Usage notes & scoring

CR = .81, AVE = .52, ICC(1) = .23. 7-point scale (1='strongly disagree', 7='strongly agree'). Multi-informant design (n=329 B2B manufacturing companies). Developed from Neslin and Shankar (2009) and Sa Vinhas and Anderson (2005). Key finding: segment differentiation reduces horizontal channel conflict but inhibits MC cooperation, with effects contingent on customer heterogeneity.

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