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

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.

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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.

Item Type:Article
Uncontrolled Keywords:cross-buying; satisfaction; trust; category similarity; category complexity
Subjects:H Social Sciences > HB Economic Theory
Divisions:Postgraduate Program > Doctor Program in Economics
ID Code:4894
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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