Retailer's Ability to Customize for the Consumer's Needs Across Channels

What it measures

This four-item scale measures how much a shopper believes a particular retailer tailors its recommendations, promotions, and offerings to their own needs across all of its channels. Rahman and colleagues (2022) developed it, alongside several related measures, through a multi-phase program of item generation, testing, purification, and model testing aimed at capturing perceived omnichannel customer experience.

Response format

7-point scale (strongly agree to strongly disagree, with neither agree nor disagree as the midpoint)

Scale items

• ___ makes personalized recommendations across all channels about what I should consider buying.
• The advertisements and promotions that ___ sends to me across all channels are tailored to my situation.
• I believe that ___'s channels are customized to my needs.
• ___ enables me to order goods and services across all channels that are tailor-made for me.

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

Usage notes & scoring

Construct reliability ranged from .88 (Study 4) to .905 (Study 5) (Rahman et al. 2022, p. 623; Web Appendix, p. 40). Across the authors' studies the scale showed support for content, nomological, discriminant, and predictive validity. Fill each blank with the name of the focal retailer. The authors labelled this dimension 'personalization'. Other omnichannel experience scales from the same article are in the database, including Cross-Channel Review Confidence (ID 90233).

Citation

Rahman, Syed Mahmudur, Jamie Carlson, Siegfried P. Gudergan, Martin Wetzels, and Dhruv Grewal (2022), "Perceived Omnichannel Customer Experience (OCX): Concept, Measurement, and Impact," Journal of Retailing, 98 (4), 611-632.

Keywords

More Retail & Shopper Psychology scales

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