Chi Liu, Tsung and Wei Wu, Li (2008) Relationship quality and cross-buying in varying levels of category similarity and complexity. Relationship quality and cross-buying in varying levels of category similarity and complexity, 19 (5). pp. 493-511.
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.
|Uncontrolled Keywords:||cross-buying; satisfaction; trust; category similarity; category complexity|
|Subjects:||H Social Sciences > HB Economic Theory|
|Divisions:||School of Postgraduate (mixed) > Doctor Program in Economics|
|Deposited By:||Mr. Doktor Ilmu Ekonomi Admin|
|Deposited On:||21 Jan 2010 10:56|
|Last Modified:||21 Jan 2010 10:56|
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