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.

Representative 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.

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.