Relationship quality and cross-buying in varying levels of category similarity and complexity

Abstract

Numerous studies have shown satisfaction and trust are the crucial antecedents of loyalty. However, the relationship between satisfaction, trust and cross-buying is not as simple as expected. Studies on the effects of satisfaction and trust on cross-buying show mixed results. Thus, this study aims to examine the separate moderating effect of category similarity and category complexity on the relationship between satisfaction, trust and cross-buying. We then examine the joint moderating effects of category similarity and category complexity on the relationship. The results indicate that the relative effects of satisfaction and trust on cross-buying vary based on different category similarity and complexity. The findings add new insight to our understanding of contingent relationships in cross-buying evaluations.