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The purpose of this paper is to examine the drivers of the customers’ cross-buying intentions for retail banking services in Hong Kong.

The research model was developed based on literature and tested empirically among 269 customers of retail banks in Hong Kong. Structural equation modelling was used to test the system of relationships.

The results indicate that the customers’ cross-buying intentions are primarily associated with image conflicts about the provider’s abilities to deliver high quality financial services from different activities and high levels of customer loyalty.

The research is limited to a single country focus of Hong Kong retail banking. The generalizibility of these findings is therefore limited to this context.

The findings of the study have important implications for academicians in understanding what drives cross-buying behaviour as well as retail bank practitioners to help design more effective cross-buying strategies.

The authors show that perceived image conflict and customer loyalty directly influences cross-buying intentions and that cross-buying intentions is not affected by dimensions of relationship quality directly. However, relationship quality dimensions was found to influence customer loyalty and play an important indirect role in unlocking cross-buying intentions.

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.

The purpose of this paper is to be the first to explicate the determinants of customers’ cross‐buying intentions in the banking services of Korea and Taiwan, and then explore the influence of cross‐cultural values, such as “Collectivism”, to the relationships between these determinants and customers’ cross‐buying intentions.

The authors employed a triangulation approach of structured surveys to 700 actual customers, and six interviews with professional senior managers engaged in customers’ cross‐buying activities of banking services in two countries – Korea and Taiwan. Confirmatory factor analysis and hierarchal multiple regression were conducted on these data using AMOS 10.1 and SPSS 12.0.

“Perceived value”, “Trust”, “Image”, and “Satisfaction” were found to be the determinants of customers’ cross‐buying intentions in the banking services of Korea and Taiwan, out of which “Trust” and “Satisfaction” were significantly influenced by “Collectivism”. The research also confirms that, even between countries with similar level of “Collectivism”, its influence can differ according to the determinants of cross‐buying intentions in banking services.

The conceptual model presented in this paper could be extended and tested on customers in an “Individualistic” culture, in future research. The analysis in the research could also be further elaborated for specific segments of customers.

The purpose of this paper is to understand the effect of online cross-recommendation of products from e-retailers on consumers’ instant cross-buying intention, and compare the effect between the contexts that the decision making on focal product is difficult and easy.

Based on the information adoption model, this paper develops a theoretical model to investigate how online cross-recommendation of products from e-retailers influence consumers’ instant cross-buying intention. Empirical data were collected from 224 online shoppers. The Partial Least Squares technique was used to test the proposed research model.

Choice confidence on focal product and perceived usefulness of cross-buying is the antecedents of instant cross-buying intention. Brand awareness of recommended product, one-stop shopping convenience, and perceived price advantage are the antecedents of perceived usefulness of cross-buying and choice confidence on focal product when the decision making on focal product is difficult, whereas brand awareness is not when it is easy to make focal product decision. Choice confidence on focal product positively affects perceived usefulness of cross-buying when it is easy to make focal product decision, whereas the effect is not significant when the decision making on focal product is difficult.

Knowledge about the effect of online cross-recommendation of products on instant cross-buying intention is scarce. This study reveals the psychological mechanism of the effect of online cross-recommendation of products on consumers’ instant cross-buying intention and finds that decision-making difficulty on focal product is an important moderator.

Understanding the effect of competitor’s marketing activities as well as analyzing the impact of one’s own marketing activities is equally important. The purpose of this paper is to determine the role of competing bank’s marketing activities (i.e. competitor’s price and product variety) and main bank’s characteristics (bank’s reputation and expertise) in the cross-buying intentions of customers by studying the interrelationships among these.

This study has adopted a hybrid model of confirmatory factor analysis and the decision-making trial and evaluation laboratory. Data were gathered from two different samples of bank customers and bank experts, using closed-ended questionnaire.

The results revealed that competitor’s price influences the cross-buying intentions of customers more than the reputation and expertise of primary bank. Bank’s reputation, expertise and competitor’s price were found causing factors. The remaining two factors, namely competitor’s product variety and cross-buying intentions, were belonging to the effect group.

For practice, this study guides banking institutions for resource allocation. Continuous and extensive staff training should be provided to sales staff. Bank should realize customers that they are getting much more value in return of what they are paying.

This study is one of few studies in marketing literature which investigates the effect of competitors on cross-buying.

This paper aims to probe into the linkages between the corporate social responsibility (CSR) practices of banks and the cross-buying intentions of banking customers. Though the authors could not find any direct link between these two concepts on theoretical ground, but an effort has been made to identify the impact of CSR on cross-buying intentions through corporate reputation and relationship quality. Like other industries, the Indian banking industry has also witnessed a balance between its social-environmental responsibilities and its clearly defined economic responsibility to earn profit.

The universe for the present study constitutes the customers of the entire Indian banking industry. Considering the cost and time constraints, the study was limited to a sample of 347 public and private bank customers in the Rajasthan region based on the convenience sampling method. Data were collected using a structured questionnaire and analyzed through structural equation modeling. CSR measures included philanthropic and ethical responsibility.

Results revealed that corporate reputation and relationship quality both play a mediating role in the linkages between CSR and cross-buying intentions.

The study suggests integrating marketing strategy with its CSR strategies to encourage cross-buying intentions. While making the cross-selling agenda, they should bear reputation in mind because at the relationship development phase, customers generally rely on reputation than their evaluation of bank’s products for cross-buying.

This study is the first in marketing literature which relates the concept of CSR and the cross-buying.

The purpose of this paper is to determine the impact of an additional service on existing consumers’ usage of existing services from the same service provider. Research has often focused on marketers’ efforts to sell new offerings to existing customers. However, does the consumption of these new offerings by existing customers affect their usage of the firm’s existing services? This research examines this question in the context of a subscription service.

This study uses matched consumer- and firm-level data from a leading telecom service provider in India. These data include responses from 230 consumers, as well as details on their usage of existing and additional services. The data are analyzed using three-stage least squares regressions while controlling for consumers’ past usage of the existing services.

The results indicate that existing consumers’ cross-buying of the new service results in a reduction of their future usage of existing services. Most consumers also managed to maintain their monthly payments constant, even though they had subscribed to the new service. Together, these findings imply that consumers reallocate their budget by reducing their usage of existing services to accommodate the usage of an additional service from the same service provider. Consequently, the revenue of the firm might not always increase when the consumer cross-buys an additional service from the firm.

Marketing research on cross-buying has so far neglected to look at the effects of existing consumers’ adoption of an additional service on existing services of the service provider. This study focused on this gap in knowledge, in the context of subscription services. Using consumers’ perceptions and matched service usage data, the authors extend the literature that tries to understand why cross-buying may not be beneficial to the firm in certain service settings.

The purpose of this research is to study the influence of self-service technologies (SST) on cross-buying and word-of-mouth. This study tests the direct impact of perceived usefulness and perceived ease of use on cross-buying and word-of-mouth. Further, this study also tests the mediating role of e-service quality for the aforementioned relationships. The study has been undertaken in the context of retail banking in an emerging market, India.

A cross-sectional survey research design was used to collect data from 235 customers of retail banks in India. The data were analysed using IBM AMOS 23.0 taking structural equation modelling (SEM) approach to test the hypothesised relationships.

The findings of the study suggest that both perceived usefulness and perceived ease of use influence cross-buying and word-of-mouth. E-service quality partially mediates the relationship between perceived usefulness on cross-buying and word-of-mouth. E-service quality partially mediates the relationship between perceived ease of use and cross-buying but does not mediate the relationship between perceived ease of use and word-of-mouth.

This study shows that managers need to focus on perceived usefulness and perceived ease of use in order to ensure cross-buying and promote word-of-mouth recommendations by customers. Also, managers will be able to enhance cross-buying and promote word-of-mouth recommendations if e-service quality delivered by the bank is perceived to be good by customers.

This study contributes to the literature on SST and offers empirical evidence to show that perceived usefulness and perceived ease of use can influence cross-buying as well as word-of-mouth. Previous studies have shown that SST usage can foster loyalty, and the present study offers new evidence on the outcomes of behavioural loyalty. The study has been undertaken through responses taken from retail bank customers in an emerging market. This study also contributes to the literature on SST by testing the mediating effect of e-service quality for the above-mentioned relationships.

The ease and convenience of online shopping are shifting the customers to e-tailers. This has prompted offline retailers to re-examine behavioural patterns along with a reconfiguration for a responsive retail model. The paper investigates the influence of responsiveness on customer satisfaction, cross-buying behaviour, revisit intention and referral behaviour.

Data were collected via a survey answered by 793 fashion customers from India, and for data analysis, partial least square structural equation modelling (PLS-SEM) was employed. Path analysis was used to determine the interrelationships amongst the constructs used in the study.

The standardized path coefficients depict competitive responsiveness as the highest contributor of retailers' responsiveness followed by service responsiveness, employee responsiveness and customer responsiveness. The findings suggest that customer satisfaction acts as the biggest contributor to referral behaviour followed by cross-buying behaviour and revisit intentions.

This study has made a substantial contribution to fashion apparel retailing. The findings revealed that responsive retailing influences the customers' post-purchase behaviour as they engage in more cross-buying, revisiting and referral behaviour. The retailers are encouraged to carefully monitor their preparedness to deliver a combination of sensory, emotional, cognitive and social experience to their customers.

Research on how social bonding between boundary spanners influences relationship outcomes in business-to-business (B2B) settings is sparse and controversial. This longitudinal study aims to close this gap and assess the impact of social bonding on the share of wallet and actual cross-buying behaviour.

B2B relationships between a manufacturer of light commercial vehicles and its customers were investigated. A random sample of fleet managers answered two telephone surveys.

Social bonding was found to affect both investigated relationship outcomes, share of wallet and cross-buying, through the generation of trust over and above the customer’s perceptions of value.

Only one product category was investigated in this study, and further research should explore boundary conditions for the relevance of social bonding in B2B.

Social bonding represents one lever (next to value perceptions) for building a competitive advantage in a B2B context. Relationship marketing activities that are intended to strengthen the development of social bonds between customers and account managers should be encouraged.

The authors provide clear evidence regarding the disputed impact of social bonding between boundary spanners on relationship outcomes in B2B relationships by testing its impact on real purchase behaviour and not only purchase intentions, as is the case in most published studies to date.