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

被引：13

作者：

Liu, Tsung-Chi ^{[2
]}

Wu, Wei ^{[1
]}

机构：

[1] Tunghai Univ, Dept Int Business, Taichung, Taiwan

[2] Natl Cheng Kung Univ, Dept Business Adm, Tainan 70101, Taiwan

来源：

TOTAL QUALITY MANAGEMENT & BUSINESS EXCELLENCE | 2008年 / 19卷 / 05期

关键词：

cross-buying; satisfaction; trust; category similarity; category complexity;

D O I：

10.1080/14783360802018152

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

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.

引用

页码：493 / 511

页数：19

共 16 条

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