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Article
Publication date: 14 April 2020

Kaushik Mukerjee

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…

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1027

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Practical implications

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.

Originality/value

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.

Details

International Journal of Retail & Distribution Management, vol. 48 no. 5
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 5 February 2018

Vishal Vyas, Ankur Roy and Sonika Raitani

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Practical implications

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.

Originality/value

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

Details

International Journal of Bank Marketing, vol. 36 no. 1
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 4 June 2018

Dong Hong Zhu, Ya Wei Wang and Ya Ping Chang

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…

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1507

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

Internet Research, vol. 28 no. 3
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 7 September 2015

Brian Tung and Jamie Carlson

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

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1392

Abstract

Purpose

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

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Originality/value

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.

Details

International Journal of Quality & Reliability Management, vol. 32 no. 8
Type: Research Article
ISSN: 0265-671X

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Article
Publication date: 1 September 2004

Paul Valentin Ngobo

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…

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7668

Abstract

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.

Details

European Journal of Marketing, vol. 38 no. 9/10
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 20 July 2012

Jung‐Kee Hong and You‐il Lee

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…

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1868

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

“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.

Originality/value

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.

Details

International Journal of Bank Marketing, vol. 30 no. 5
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 6 April 2012

Irinja Mäenpää

This paper aims to examine the extent of and key determinants for bank and insurance provider selection and usage by business customers from the small to medium‐sized…

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2190

Abstract

Purpose

This paper aims to examine the extent of and key determinants for bank and insurance provider selection and usage by business customers from the small to medium‐sized enterprise (SME) segment, thereby aiming to increase understanding of the drivers of customers' cross‐buying behaviour across these financial service sectors.

Design/methodology/approach

Semi‐structured interviews were carried out with key decision makers from 22 SMEs within one country. Content analysis was employed to analyse the data.

Findings

Empirical findings suggest use of multiple banks as the norm among SMEs, whereas insurances are dominantly purchased from a single provider. As SME customers appear to prefer using separate, independent providers for their banking and insurance services, absence of customer loyalty programs, unfavourable pricing of the total offering and image conflicts were identified as main factors limiting the willingness to cross‐buy across these financial services sectors.

Research limitations/implications

This qualitative research is focused on the financial industry within one country and bound to smaller business customers, limiting the generalisability of the findings.

Practical implications

The results imply that in order to succeed in cross‐selling bank and insurance services in the SME segment, financial service providers should improve their cross‐selling concepts by creating customer loyalty programs that would reward customer companies according to the use of multiple products in their total portfolio.

Originality/value

This study is the first to describe the customer perceived drivers of cross‐buying bank and insurance services from the same service provider in the business‐to‐business context.

Details

International Journal of Bank Marketing, vol. 30 no. 3
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 3 August 2015

Vishal Vyas and Sonika Raitani

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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

Practical implications

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.

Originality/value

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

Details

Social Responsibility Journal, vol. 11 no. 3
Type: Research Article
ISSN: 1747-1117

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Article
Publication date: 24 December 2020

Adriana Rossiter Hofer, Yao Henry Jin and A. Michael Knemeyer

This study follows the tenets of the resource dependence theory (RDT) to investigate the effects of four dimensions of industry-level environmental uncertainty …

Abstract

Purpose

This study follows the tenets of the resource dependence theory (RDT) to investigate the effects of four dimensions of industry-level environmental uncertainty – munificence, dynamism, complexity and innovative intensity – on a shipper's cross-buying (i.e. outsourcing across multiple service categories) in logistics outsourcing arrangements.

Design/methodology/approach

Negative binomial regression was used to test the hypotheses with a sample of US manufacturers. Measures were developed through information acquired from a proprietary database of 3PL companies obtained through Armstrong and Associates, Inc. and publicly available industry measures from the US Manufacturing Census and Compustat.

Findings

The findings indicate that individual dimensions of environmental uncertainty exhibit distinct influences on shippers' cross-buying in their logistics outsourcing arrangements. Specifically, the growth and initial innovative intensity of shippers' industries lead to an increased number of logistics service categories outsourced to 3PLs, while industry dynamism and exceptionally high innovative intensity drive the opposite effect.

Practical implications

These findings provide valuable guidance to 3PLs with respect to decisions related to the acquisition of specialized transportation, storage, information systems and personnel assets to serve specific industries. The findings highlight industry conditions that are more likely to lead shippers to outsource across a wider array of logistics service categories and, as a result, potentially yield higher customer retention and profit margins.

Originality/value

While extant 3PL literature posits that shippers' individual strategic orientations and capabilities impact their outsourcing strategy, this study contributes to the literature by providing a theoretical-based empirical examination of the industry-level influencers of such behavior.

Details

International Journal of Physical Distribution & Logistics Management, vol. 51 no. 3
Type: Research Article
ISSN: 0960-0035

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Article
Publication date: 8 May 2017

Marcel Paulssen and Raphael Roulet

Research on how social bonding between boundary spanners influences relationship outcomes in business-to-business (B2B) settings is sparse and controversial. This…

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1391

Abstract

Purpose

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.

Design/methodology/approach

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

Findings

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.

Research limitations/implications

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

Practical implications

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.

Originality/value

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.

Details

European Journal of Marketing, vol. 51 no. 5/6
Type: Research Article
ISSN: 0309-0566

Keywords

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