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.

Representative items

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

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.