Antecedents of peripheral services cross-buying behavior
Antecedents of peripheral services cross-buying behavior
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DOI：
10.1016/j.jretconser.2017.02.006
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发表时间：
2017-05-01
影响因子：
10.4
通讯作者：
Lemon, Katherine N.
中科院分区：
文献类型：
--
作者：
Evanschitzky, Heiner;Malhotra, Neeru;Lemon, Katherine N.
本研究首次尝试对零售商关系广度扩展策略的一个关键类型--购买周边服务的决定因素进行实证研究。通过对顾客关系和价值感知的评估，我们发现便利性和社会效益对周边服务交叉购买有显著影响。值得注意的是，我们的研究表明，在零售环境中刺激客户交叉购买外围服务的因素与以前在其他环境中发现的因素不同。例如，承诺和支付的公平性，在以前的研究中被认为是刺激交叉购买行为的关键，似乎并不是零售环境中周边服务交叉购买的重要驱动因素。研究结果表明，为了增加客户关系的广度，零售商应专注于加强社会效益的客户感知的关系，并增加关键的前因的便利。
This study is the first attempt to empirically investigate the determinants of a key type of relationship breadth extension strategy for retailers-buying of peripheral services. Assessing customers' relationship and value perceptions, we find that convenience and social benefits significantly influence peripheral services crossbuying. Notably, our study demonstrates that the factors stimulating customers to cross-buy peripheral services in a retail setting differ from those previously found in other contexts. For instance, commitment and payment equity, considered crucial for stimulating cross-buying behavior in prior research, do not appear to be a significant driver for peripheral services cross-buying in the retailing context. The findings suggest that to increase the breadth of customer relationships, retailers should focus on strengthening the social benefits customers perceive from the relationship and increasing key antecedents of convenience.