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Drivers of customers' cross‐buying intentions

Drivers of customers' 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Drivers of customers' cross‐buying intentions

European Journal of Marketing , Volume 38 (9/10): 29 – Sep 1, 2004

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560410548906
Publisher site
See Article on Publisher Site

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.

Journal

European Journal of MarketingEmerald Publishing

Published: Sep 1, 2004

Keywords: Customer loyalty; Customer satisfaction; Service delivery; Buying behaviour

References

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