Evanschitzky, Heiner, Malhotra, Neeru, v. Wangenheim, Florian and Lemon, Katherine N. (2017). Antecedents of peripheral services cross-buying behavior. Journal of Retailing and Consumer Services, 36 , pp. 218-224.
Abstract
This study is the first attempt to empirically investigate the determinants of a key type of relationship breadth extension strategy for retailers – buying of peripheral services. Assessing customers’ relationship and value perceptions, we find that convenience and social benefits significantly influence peripheral services cross-buying. Notably, our study demonstrates that the factors stimulating customers to cross-buy peripheral services in a retail setting differ from those previously found in other contexts. For instance, commitment and payment equity, considered crucial for stimulating cross-buying behavior in prior research, do not appear to be a significant driver for peripheral services cross-buying in the retailing context. The findings suggest that to increase the breadth of customer relationships, retailers should focus on strengthening the social benefits customers perceive from the relationship and increasing key antecedents of convenience.
Publication DOI: | https://doi.org/10.1016/j.jretconser.2017.02.006 |
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Divisions: | College of Business and Social Sciences > Aston Business School > Marketing & Strategy College of Business and Social Sciences > Aston Business School > Aston India Foundation for Applied Research College of Business and Social Sciences > Aston Business School |
Additional Information: | © 2017, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ |
Uncontrolled Keywords: | affective commitment,convenience,Cross-buying,peripheral services,social benefits,Marketing |
Publication ISSN: | 1873-1384 |
Last Modified: | 06 Aug 2024 07:34 |
Date Deposited: | 14 Mar 2017 09:25 |
Full Text Link: | |
Related URLs: |
http://www.scop ... tnerID=8YFLogxK
(Scopus URL) |
PURE Output Type: | Article |
Published Date: | 2017-05 |
Published Online Date: | 2017-02-20 |
Accepted Date: | 2017-02-11 |
Submitted Date: | 2016-11-23 |
Authors: |
Evanschitzky, Heiner
(![]() Malhotra, Neeru ( ![]() v. Wangenheim, Florian Lemon, Katherine N. |
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License: Creative Commons Attribution Non-commercial No Derivatives
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