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

Abstract

This article addresses the gap related to the role of relationship marketing in cross-buying and therefore aims to investigate the effect of quality of relationship marketing on cross-buying intentions in the Indian banking context. Five forms of relationship marketing were considered: relationship advertising, 2-way communications, database marketing, face-to-face contacts, and listening activities. The study also examined the indirect effect of quality of relationship marketing via relationship quality. Survey data from 347 bank customers were analyzed using structural equation modelling to test the proposed relationships. Findings highlight that the quality of relationship marketing has both direct and indirect influences on cross-buying intentions.