Perception carryover in cross-buying: the role of interpurchase time and product locus

This study utilizes unique field data from the quick-service restaurant industry to investigate the longitudinal interplay of objective service performance, overall perceived service quality, and actual cross-buying behavior at each transaction level. In this framework, interpurchase time and the locus of products are investigated as the two key factors determining the effect of perceived service quality on future cross-buying behavior. Findings indicate that (1) perceived service quality carries over to future cross-buying purchases; (2) the carryover effect of perceived service quality on cross-buying is more pronounced for peripheral product purchases with shorter interpurchase times. Both theoretical and managerial implications of these findings are outlined.