“…These include reducing customer acquisition and service costs (Harrison and Ansell, 2002;Kamakura et al, 2003), increasing the share of customers' wallets (Ryan, 2001;Harrison and Ansell, 2002), improving customer loyalty and retention (Kamakura et al, 1991(Kamakura et al, , 2003Benoist, 2002), protecting market share (Kamakura et al, 2003;Lau et al, 2004), balancing demand fluctuations and increasing profitability (Bergendahl, 1995;Kamakura et al, 2003), and attaining economies of scale and scope (Bergendahl, 1995;Voutilainen, 2006). Aiming to realize these benefits, the majority of today's financial players have been claimed to practice one or another type of cross-selling (Ryan, 2001;Van den Berghe and Verweire, 2001;Benoist, 2002;Ngobo, 2004), more often across the financial service sectors.…”