- Title
- Examining the interrelationships of relationship quality, customer loyalty and cross buying behaviour in the Hong Kong retail banking industry
- Creator
- Carlson, Jamie; Tung, Brian
- Relation
- Australian and New Zealand Marketing Academy Conference 2011: Marketing in the Age of Consumerism: Jekyll or Hyde? (ANZMAC 2011). Marketing in the Age of Consumerism : Jekyll or Hyde? Australian & New Zealand Marketing Academy (ANZMAC) 2011 Conference Proceedings (Perth, W.A. 28-30 November, 2011)
- Relation
- http://www.anzmac.org/
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Resource Type
- conference paper
- Date
- 2011
- Description
- The purpose of this study is to develop a model that investigates the relationships between relationship quality, customer loyalty and cross buying behaviour of retail banking services in Hong Kong. Data were collected from a survey of more than 269 consumers and were analyzed using structural equation modelling via PLS. The results show that that the customers’ cross-buying intentions are primarily associated with customer loyalty, whereas relationship quality was found to have a marginal effect on cross buying. However, relationship quality was found to have a strong influence on customer loyalty. The results of the study have important implications for academicians in understanding what drives cross-buying behaviour as well as retail bank practitioners to help design more effective cross-buying strategies in the Hong Kong context.
- Subject
- cross buying behaviour; customer loyalty; relationship quality; banking
- Identifier
- http://hdl.handle.net/1959.13/1047568
- Identifier
- uon:14802
- Language
- eng
- Full Text
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | ATTACHMENT01 | Publisher version (open access) | 290 KB | Adobe Acrobat PDF | View Details Download |