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Effects of corporate reputations, relationships and competing suppliers' marketing programmes on customers' cross-buying intentions

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  • Shih-Ping Jeng

Abstract

Cross-selling additional services to existing customers can increase their lifetime value. This article therefore investigates how corporate reputations, interpersonal relationships, and competing suppliers' marketing programmes affect customers' cross-buying intentions. The results, obtained from the life insurance industry in Taiwan, show that corporate reputations and interpersonal relationships between customers and salespersons contribute significantly to customers' cross-buying intentions, but corporate reputations can restrain customers from buying from a competing supplier more effectively than can interpersonal relationships. Finally, the article clarifies the perceptual differences between customers and service salespersons of the determinants of cross-buying.

Suggested Citation

  • Shih-Ping Jeng, 2008. "Effects of corporate reputations, relationships and competing suppliers' marketing programmes on customers' cross-buying intentions," The Service Industries Journal, Taylor & Francis Journals, vol. 28(1), pages 15-26, January.
    • Handle: RePEc:taf:servic:v:28:y:2008:i:1:p:15-26
    DOI: 10.1080/02642060701725370
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    1. Jean-Baptiste Débordès & Gilles Caporossi & Denis Larocque, 2021. "Is my cross-promotion profitable? Evaluation of game-to-game cannibalization in free-to-play mobile games," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(3), pages 173-184, September.
    2. Rajat Kumar Behera & Pradip Kumar Bala & Nripendra P. Rana & Hatice Kizgin, 2022. "A Techno-Business Platform to Improve Customer Experience Following the Brand Crisis Recovery: A B2B Perspective," Information Systems Frontiers, Springer, vol. 24(6), pages 2027-2051, December.
    3. Braun, Alexander & Schmeiser, Hato & Schreiber, Florian, 2016. "On consumer preferences and the willingness to pay for term life insurance," European Journal of Operational Research, Elsevier, vol. 253(3), pages 761-776.
    4. M. Sridhar & Ajay Mehta, 2018. "The Moderating and Mediating Role of Corporate Reputation in the Link Between Service Innovation and Cross-Buying Intention," Corporate Reputation Review, Palgrave Macmillan, vol. 21(2), pages 50-70, June.

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