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The Drivers of Cross-Buying Behavior in Non-Contractual Settings

Abstract

In the previous chapter, I identified the relevance of customers’ cross-buying behavior for a firm’s stable financial development. It should therefore be of great concern for firms in non-contractual settings to stimulate customers’ cross-buying behavior. I also revealed a lack of studies devoted to analyzing the drivers of this customer relationship dimension (relationship breadth) in non-contractual settings. This is even more critical because many companies in non-contractual settings, especially retailers, augment their product range by value-added services. Just to mention a few, DIY retailers offer tilingconsulting services in addition to the tiles themselves; consumer-electronics retailers offer insurances against product theft, damage, and loss that are very often supplied by third-party providers; apparel retailers offer sartorial services, and furniture retailers offer interior design services.28 For retailing firms, it is attractive to offer value-added-services because of their limited requirements in terms of, for example, storage cost and shelf space.

Keywords

Switching Cost Purchase Intention Affective Commitment Common Method Bias Purchase Behavior 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Gabler | GWV Fachverlage GmbH, Wiesbaden 2008

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