Retailer's Consistency Across Channels

What it measures

This four-item scale measures how much a shopper believes a particular retailer offers the same products, prices, and discounts in its physical stores and online 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

• ___'s product availability at physical stores is consistent with what I find on their online channels.
• ___ offers consistent discounts across all channels.
• ___ always has the same products across all channels.
• ___ always has the same prices across all channels.

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

Usage notes & scoring

Construct reliability ranged from .857 (Study 5) to .89 (Studies 2 and 4) (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 'consistency'. 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

• Retailer's Ability to Customize for the Consumer's Needs Across Channels2022 · 4 items
• Retailer's Customer Service Across Channels2022 · 4 items
• Retailer's Delivery Quality2022 · 4 items
• Retailer's Information Safety Across Channels2022 · 4 items
• Retailer's Loyalty Program Across Channels2022 · 4 items
• Retailer's Product Returns Policy Across Channels2022 · 4 items