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

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Abstract

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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  1. 293 Chung Ching St, Taichung, 403, Taiwan

    Tsung-Chi Liu & Li-Wei Wu

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  1. Tsung-Chi Liu
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  2. Li-Wei Wu
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Correspondence to Li-Wei Wu.

Appendix A

Appendix A

Table A1

Table a1 Measurement item description and confirmatory factor analysis
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Liu, TC., Wu, LW. Customer retention and cross-buying in the banking industry: An integration of service attributes, satisfaction and trust. J Financ Serv Mark 12, 132–145 (2007). https://doi.org/10.1057/palgrave.fsm.4760067

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  • DOI: https://doi.org/10.1057/palgrave.fsm.4760067

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