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Drivers of customers' cross‐buying intentions

Paul Valentin Ngobo (Faculté de Droit, Economie & Gestion, Université d’Angers, Angers, France)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 September 2004



Why do some customers cross‐buy different services from the same provider while others are less disposed to do so? The present research examines the drivers of the customers’ cross‐buying intentions for services. Cross‐buying refers to the customer's practice of buying additional products and services from the existing service provider in addition to the ones s/he currently has. The results obtained from two samples of service consumers indicate that the customers’ cross‐buying intentions are primarily associated with image conflicts about the provider's abilities to deliver high‐quality services from different service activities, and the perceived convenience of cross‐buying from the same provider. Customers’ experiences with the service provider have a weaker or marginal effect on cross‐buying.



Valentin Ngobo, P. (2004), "Drivers of customers' cross‐buying intentions", European Journal of Marketing, Vol. 38 No. 9/10, pp. 1129-1157.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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