Customer Orientation and Cross-Buying: The Mediating Effects of Relational Selling Behavior and Relationship Quality

Abstract

This study explores customer orientation whether to influences cross-buying of bank customers. Using structural equation modeling to verify overall model this study proposed and test two sets of mediators namely relational selling behavior (interaction intensity and mutual disclosure of information) and relationship quality (satisfaction and trust), the results indicate: 1. The customer orientation positively influences both the interaction intensity and mutual disclosure of information which in turn influence customer satisfaction and trust respectively; in addition, trust positively influences cross-buying, but satisfaction does not. 2. Relational selling behavior plays a mediation role between customer orientation and relationship quality; however, relationship quality does not have a mediation effect between relational selling behavior and cross-buying.

A Study of the Impact of Relationship Marketing on Cross-Buying

“…Similar results were found by S.-Y. Lin (2012), who studied the effect of relational selling behaviour and relationship quality (measured through satisfaction and trust) on cross-buying and proved that cross-buying is positively influenced only by trust.…”

“…Conceptual Model.most frequently used dimensions of relationship quality in the context of financial services (e.g.,Carlson & Tung, 2011;S.-Y. Lin, 2012;Rajaobelina & Bergeron, 2009;Y. …”

Internal marketing, employee customer‐oriented behaviors, and customer behavioral responses

“…The scale's reliability value (Cronbach's α ) in our study was 0.865. Scale of relational selling behavior was taken from Lin (), consisting of 11 items to measure interaction intensity and mutual disclosure of information. The Cronbach's α of our scale was 0.913.…”

“…This effect is extended to the organization because customers regard treatment from representatives of the organization (i.e., salespeople) as the treatment from organization (Bove, & Johnson, ). Additionally, through salespeople's exhibition of relational selling behaviors, customers perceive of company's high attachment to relationship investment (Lin, ), which encourages them to give positive responses to the relationship with the staff and the organization (De Wulf, Odekerken‐Schroder, & Iacobucci, ). Customers may engage in extensive WOM and act as true promotion agents for the service providers (Al‐aka, ).…”

“…Crosby et al (1990) conceptualized relational selling behavior with three main elements: interaction intensity, mutual disclosure of information, and willingness to cooperate. However, later studies of services industry have focused on only the two former because they were found more closely related to interpersonal relationships (Lin, 2012) and significantly associated with sales performance while cooperative intention was not (Boles, Johnson, & Barksdale, 2000). Interaction intensity indicates the frequency of the communication with customers either for a formal business meeting with selling tasks or just for personal reasons (Crosby et al, 1990).…”