The Moderating and Mediating Role of Corporate Reputation in the Link Between Service Innovation and Cross-Buying Intention
The study has been undertaken with following aims; first, to establish the plausibility of a positive relationship between service innovation and corporate reputation and their effect together on cross-buying intention of customers of telecommunication industry in India. Second, empirically examine the mediating and moderating effect of corporate reputation between service innovation and cross-buying intention. The descriptive approach was applied and tested by adopting a survey method where the sample units comprised of customers from various telecommunication service providers. Convenience sampling method was used based on which 256 customers of major service providers in southern part of India were approached for their opinion on the constructs. Smart—partial least square (hereinafter PLS) software tool was used to test the conceptual framework. On analyzing the result, it was observed that corporate reputation explained the relationship between service innovation and cross-buying intention; further corporate reputation also strengthens the effect of service innovation on cross-buying intention. The survey results indicate that decision makers/managers of telecommunication service firms need to understand that building reputation is one of the key aspects that would strengthen their initiatives of bringing service innovation frequently, as well as make their customers to cross-buy other services. The study fills the gap by analyzing the combined effect of service innovation and corporate reputation and cross-buying intention. Further, the study estimates the mediating and the moderating effect of corporate reputation between service innovation and cross-buying intention in telecommunication service settings which was not attempted earlier.
KeywordsService innovation Corporate reputation Cross-buying intention Mediation Interaction effect
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