Antecedents of peripheral services cross-buying behavior

Abstract

This study is the first attempt to empirically investigate the determinants of a key type of relationship breadth extension strategy for retailersbuying of peripheral services. Assessing customers' relationship and value perceptions, we find that convenience and social benefits significantly influence peripheral services cross-buying. Notably, our study demonstrates that the factors stimulating customers to cross-buy peripheral services in a retail setting differ from those previously found in other contexts. For instance, commitment and payment equity, considered crucial for stimulating cross-buying behavior in prior research, do not appear to be a significant driver for peripheral services cross-buying in the retailing context. The findings suggest that to increase the breadth of customer relationships, retailers should focus on strengthening the social benefits customers perceive from the relationship and increasing key antecedents of convenience.

Impact of self-service technologies in retail banking on cross-buying and word-of-mouth

“…The current study offers empirical evidence to show that PU influences strategic outcomes like cross-buying and word-of-mouth. Services like banking are seeking strategic outcomes through cross-buying and word-of-mouth, and the current study offers new evidence for the marketing literature (Evanschitzky et al , 2017; Taillon and Huhmann, 2019). Previous studies have established that cross-recommendations can influence cross-buying during SST usage (Zhu et al , 2018).…”

“…Cross-buying : When an existing customer purchases additional products from the same service provider, it is referred to as cross-buying. Relationship marketing theory suggests that when marketers are able to build strong relationships with customers, it can lead to cross-buying (Evanschitzky et al , 2017). Cross-buying offers the consumer the convenience of one-stop-shopping which helps to reduce the total cost for customers as well as for banks (Mukerjee and Shaikh, 2019).…”

“…Studies have shown that PU and PEU can lead to better customer experience owing to enhanced e-service quality and improve the business with customers (Doherty et al , 2015). Further, it has been shown that enhanced e-service quality leads to enhanced cross-buying (Evanschitzky et al , 2017; Tung and Carlson, 2015). Therefore, it follows that e-service quality can play a role in the relationship between PU, PEU and cross-buying.…”

“…Previous studies have shown that SST usage results in greater exposure to a bank's services, and technology adoption has an influence on behavioural intentions of customers (Nijssen et al , 2016). Banks have been taking efforts at getting customers to cross-buy other products that are not a part of the customer's portfolio (Evanschitzky et al , 2017). Further, in today's highly interconnected world dominated by social media, word-of-mouth holds strategic importance for services like banking (Tung and Carlson, 2015).…”

Impact of customer orientation on word-of-mouth and cross-buying

“…Customers also find CB beneficial since they are able to avail the convenience of one-stop shopping (Kumar et al , 2008). Literature suggests that satisfaction, trust, image, length of relationship, convenience and social benefits are the antecedents of CB behavior of customers (Evanschitzky et al , 2017; Mäenpää, 2012).…”