Retailer's Products and Pricing Across Channels

What it measures

This four-item scale measures a shopper's beliefs about the range of products a particular retailer carries and how competitively it prices them across 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

• ___ has a good selection of products across all channels.
• ___ offers competitively priced products across all channels.
• ___ offers good deals across all channels.
• ___ has a wide variety of products across all channels that interest me.

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

Usage notes & scoring

Construct reliability ranged from .86 (Study 2) to .92 (Study 4) (Rahman et al. 2022, p. 623). 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 'value'. 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 Product Returns Policy Across Channels2022 · 4 items
• Retailer's Loyalty Program Across Channels2022 · 4 items
• Retailer's Information Safety Across Channels2022 · 4 items
• Retailer's Delivery Quality2022 · 4 items
• Retailer's Customer Service Across Channels2022 · 4 items
• Retailer's Consistency Across Channels2022 · 4 items