IDEAS home Printed from https://ideas.repec.org/a/taf/servic/v29y2009i7p903-922.html
   My bibliography  Save this article

Cross-buying evaluations in the retail banking industry

Author

Listed:
  • Tsung-Chi Liu
  • Li-Wei Wu

Abstract

Is a customer’s past purchase experience of traditional banking products applicable to the continuing purchase of insurance and investment products at a bank branch? Are service attributes used with similar extensions evaluated differently from when used with dissimilar extensions? In response to these questions, this study develops and examines a framework of service attributes (e.g., locational and one-stop shopping convenience, functional and technical service quality, and firm reputation and size) having positive effects on cross-buying. Meanwhile, this study also examines the mediating roles of satisfaction and trust on the relationship between services attributes and cross-buying. Our results indicate that the relative importance of locational convenience and functional service quality is likely to decline, while the relative importance of one-stop shopping convenience and firm size is likely to increase as category dissimilarity increases. Technical service quality and firm reputation only have indirect effects on cross-buying dissimilar product categories through trust. Instead, satisfaction plays the mediating role for cross-buying similar product categories. Our findings reinforce the view that the relative effects of service attributes, satisfaction and trust on cross-buying vary under different category similarity conditions.

Suggested Citation

  • Tsung-Chi Liu & Li-Wei Wu, 2009. "Cross-buying evaluations in the retail banking industry," The Service Industries Journal, Taylor & Francis Journals, vol. 29(7), pages 903-922, July.
    • Handle: RePEc:taf:servic:v:29:y:2009:i:7:p:903-922
    DOI: 10.1080/02642060902749500
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/02642060902749500
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/02642060902749500?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Bolton, R.N. & Lemo, K.N. & Verhoef, P.C., 2002. "The Theoretical Underpinnings of Customer Asset Management," ERIM Report Series Research in Management ERS-2002-80-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    2. Gardener Edward & Howcroft Barry & Williams Jonathan, 1999. "The New Retail Banking Revolution," The Service Industries Journal, Taylor & Francis Journals, vol. 19(2), pages 83-100, April.
    3. Johnson, Devon & Grayson, Kent, 2005. "Cognitive and affective trust in service relationships," Journal of Business Research, Elsevier, vol. 58(4), pages 500-507, April.
    4. Liebach Lüneborg, Johannes & Flohr Nielsen, Jørn, 2003. "Customer-focused Technology and Performance in Small and Large Banks," European Management Journal, Elsevier, vol. 21(2), pages 258-269, April.
    5. Jillian Dawes Farquhar, 2005. "Retaining customers in UK financial services: The retailers' tale," The Service Industries Journal, Taylor & Francis Journals, vol. 25(8), pages 1029-1044, December.
    6. Barry Howcroft & Paul Hewer & Robert Hamilton, 2003. "Consumer Decision-Making Styles and the Purchase of Financial Services," The Service Industries Journal, Taylor & Francis Journals, vol. 23(3), pages 63-81.
    7. Johnston, Jarrod & Madura, Jeff, 2000. "Valuing the Potential Transformation of Banks into Financial Service Conglomerates: Evidence from the Citigroup Merger," The Financial Review, Eastern Finance Association, vol. 35(2), pages 17-35, May.
    8. Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 185-193, September.
    9. Antony Beckett, 2000. "Strategic and Marketing Implications of Consumer Behaviour in Financial Services," The Service Industries Journal, Taylor & Francis Journals, vol. 20(3), pages 191-208, July.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Samy Mansouri, 2021. "Business cycles influences upon customer cross-buying behavior in the case of financial services," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 26(3), pages 181-201, September.
    2. 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.
    3. Neha GUPTA, 2018. "Influence of Demographics on Employees’ Perception for Cross-Selling and Up-Selling of eBanking Services," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 1, pages 54-60.
    4. Rajeev Kumra & Praveen Kumar Sharma, 2022. "Mediating role of trust in the impact of perceived empathy and customer orientation on intention to continue relationship in Indian banks," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(4), pages 372-386, December.
    5. Hani, Umme & Akter, Shahriar & Wickramasinghe, Ananda & Kattiyapornpong, Uraiporn, 2021. "How does relationship quality sustain the rich world’s poorest businesses?," Journal of Business Research, Elsevier, vol. 133(C), pages 297-308.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. 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.
    2. Haans, Hans, 2011. "Evaluating retail format extensions: The role of shopping goals," Journal of Retailing and Consumer Services, Elsevier, vol. 18(5), pages 389-396.
    3. Neringa Ivanauskiene & Vilte Auruškeviciene & Vida Skudiene & Sarunas Nedzinskas, 2012. "Customer perceptions of value: case of retail banking," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 3(1).
    4. Deng, Qian (Claire) & Messinger, Paul R., 2022. "Dimensions of brand-extension fit," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 764-787.
    5. Hwang, ShinYoung & Kim Seongcheol, 2017. "What triggers the use of mIM service provider’s sequel O2O service extensions?," 14th ITS Asia-Pacific Regional Conference, Kyoto 2017: Mapping ICT into Transformation for the Next Information Society 168494, International Telecommunications Society (ITS).
    6. Un-Kon Lee, 2021. "The Effect of Confirmation of Nation Brand Image in International Tourism Advertisement on Travel Intention of Foreign Tourists: The Case of Korean ITA for Chinese Tourists," SAGE Open, , vol. 11(1), pages 21582440209, January.
    7. Powen Fang & Yaochuan Tsai & Hsinhsin Chang, 2013. "Relationship Performance on Self-Service Technology: Relationship Maintenance and Perceived Relationship Investment," Diversity, Technology, and Innovation for Operational Competitiveness: Proceedings of the 2013 International Conference on Technology Innovation and Industrial Management,, ToKnowPress.
    8. Vladimir Sashov Zhechev & Evgeni Stanimirov, 2017. "Image Effects of the Extension of Niche Class F Vehicles in Bulgaria," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 2, pages 132-171.
    9. Lee, Liane W.Y. & Tang, Yiming & Yip, Leslie S.C. & Sharma, Piyush, 2018. "Managing customer relationships in the emerging markets – guanxi as a driver of Chinese customer loyalty," Journal of Business Research, Elsevier, vol. 86(C), pages 356-365.
    10. Sarstedt, Marko & Wilczynski, Petra & Melewar, T.C., 2013. "Measuring reputation in global markets—A comparison of reputation measures’ convergent and criterion validities," Journal of World Business, Elsevier, vol. 48(3), pages 329-339.
    11. Osama Sohaib & Kyeong Kang & Mohammad Nurunnabi, 2018. "Gender-Based iTrust in E-Commerce: The Moderating Role of Cognitive Innovativeness," Sustainability, MDPI, vol. 11(1), pages 1-16, December.
    12. Bong-Goon Seo & Do-Hyung Park, 2020. "The Effective Type of Information Categorization in Online Curation Service Depending on Psychological Ownership," Sustainability, MDPI, vol. 12(8), pages 1-13, April.
    13. Zur, Andrew & Leckie, Civilai & Webster, Cynthia M., 2012. "Cognitive and affective trust between Australian exporters and their overseas buyers," Australasian marketing journal, Elsevier, vol. 20(1), pages 73-79.
    14. Lionel Nicod & Sylvie Llosa, 2018. "How should customers be trained in their role as coproducers? The influence of training and its characteristics on the benefits of coproduction," Post-Print hal-03513344, HAL.
    15. Kalafatis, Stavros P. & Ledden, Lesley & Riley, Debra & Singh, Jaywant, 2016. "The added value of brand alliances in higher education," Journal of Business Research, Elsevier, vol. 69(8), pages 3122-3132.
    16. Gordon Liu & Catherine Liston-Heyes & Wai-Wai Ko, 2010. "Employee Participation in Cause-Related Marketing Strategies: A Study of Management Perceptions from British Consumer Service Industries," Journal of Business Ethics, Springer, vol. 92(2), pages 195-210, March.
    17. Lee, Eun Mi & Park, Seong-Yeon & Rapert, Molly I. & Newman, Christopher L., 2012. "Does perceived consumer fit matter in corporate social responsibility issues?," Journal of Business Research, Elsevier, vol. 65(11), pages 1558-1564.
    18. Edwards, Chase J. & Bendickson, Joshua S. & Baker, Brent L. & Solomon, Shelby J., 2020. "Entrepreneurship within the history of marketing," Journal of Business Research, Elsevier, vol. 108(C), pages 259-267.
    19. Hamzaoui-Essoussi, Leila & Merunka, Dwight & Bartikowski, Boris, 2011. "Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality," Journal of Business Research, Elsevier, vol. 64(9), pages 973-978, September.
    20. Marcus Adam, 2018. "The Role of Human Resource Management (HRM) for the Implementation of Sustainable Product-Service Systems (PSS)—An Analysis of Fashion Retailers," Sustainability, MDPI, vol. 10(7), pages 1-27, July.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:servic:v:29:y:2009:i:7:p:903-922. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/FSIJ20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.