Original paper
Cross-buying evaluations in the retail banking industry
Abstract
Is a customer’s past purchase experience of traditional banking products applicable to the continuing purchase of insurance and investment products at a bank branch? Are service attributes used with similar extensions evaluated differently from when used with dissimilar extensions? In response to these questions, this study develops and examines a framework of service attributes (e.g., locational and one-stop shopping convenience, functional and...
Paper Details
Title
Cross-buying evaluations in the retail banking industry
Published Date
Jul 1, 2009
Journal
Volume
29
Issue
7
Pages
903 - 922
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Notes
History