This four-item scale measures how much a shopper believes rewards can be earned and redeemed quickly and easily through a particular retailer's loyalty program in every channel. 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.
7-point scale (strongly agree to strongly disagree, with neither agree nor disagree as the midpoint)
Full scale items shown. Always cite the original source when using this scale in research.
Construct reliability ranged from .90 (Study 5) to .96 (Studies 2 and 3) (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 'loyalty programs'. Other omnichannel experience scales from the same article are in the database, including Cross-Channel Review Confidence (ID 90233). See also Loyalty Program Perceived Value (ID 1337).
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.
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