Vertical Multichannel Conflict Scale

What it measures

Measures the degree of disputes occurring between the company's sales channels and its sales management in the multichannel system, as reflected by frequency, intensity, and importance. Higher scores indicate greater vertical conflict between channels and management.

Response format

Likert

Scale items

• Between our sales management and sales channels, frequent conflict occurs.
• Between our sales management and sales channels, intensive conflict occurs.
• Between our sales management and sales channels, conflict over important issues occurs.

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

Usage notes & scoring

CR = .90, AVE = .75, ICC(1) = .22. 7-point scale (1='strongly disagree', 7='strongly agree'). Adapted from Brown and Day (1981) and Webb and Lambe (2007). MC task differentiation primarily reduces vertical conflict; this effect is strengthened by higher customer cross-channel buying propensity.

Recommended companion scales

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.

Keywords