Customer retention and cross-buying in the banking industry: An integration of service attributes, satisfaction and trust

被引：0
作者：
Tsung-Chi Liu
Li-Wei Wu
机构：
[1] 293 Chung Ching St,
来源：
Journal of Financial Services Marketing | 2007年 / 12卷 / 2期
关键词：
Customer retention; cross-buying; satisfaction; trust; service attribute;
D O I：
10.1057/palgrave.fsm.4760067
中图分类号：
学科分类号：
摘要：
Most previous studies have focused on customer retention and have ignored the importance of customers’ cross-buying behaviour. Customer retention seems to be the result of a kind of repetitive decision by the customers, but their decision to cross-buy involves a more complicated process. In this study, the authors examine the effects of locational convenience, one-stop shopping convenience, firm reputation, firm expertise, and direct mailings on both customer retention and cross-buying. The mediating roles of satisfaction and trust in the relationships between service attributes, customer retention, and cross-buying are also examined. The results indicate that banks can use different service attributes to influence customer retention and cross-buying. Trust and satisfaction play different mediating roles in the relationships between service attributes, customer retention, and cross-buying.
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收藏
页码：132 / 145
页数：13
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