The Drivers of Cross-Buying Behavior in Non-Contractual Settings
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.
KeywordsSwitching Cost Purchase Intention Affective Commitment Common Method Bias Purchase Behavior
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