Multichannel Task Differentiation Scale

What it measures

Measures the degree to which a company's sales channels differ in the customer-related functions they are responsible for performing. Under high task differentiation, channels focus on different tasks (e.g., lead generation, advising, after-sales service). Higher scores indicate greater task-based functional specialization across channels.

Response format

Likert

Scale items

• Our sales channels strongly differ as they execute different customer-related tasks.
• Our sales channels strongly differ as they perform different tasks for customer cultivation.
• Our sales channels strongly differ as they are not all focused on the same customer-related tasks.
• Our sales channels strongly differ as they focus on different customer-related tasks.

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

Usage notes & scoring

CR = .82, AVE = .53, ICC(1) = .25. 7-point scale (1='strongly disagree', 7='strongly agree'). Questionnaire included exemplary task list (lead generation, advising, closure of sale, after-sales service). Multi-informant B2B manufacturing sample. Key finding: task differentiation reduces vertical channel conflict and promotes cooperation, with effects strengthened by customer cross-channel buying propensity.

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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