Cross-buying as a challenge in emerging markets: a study of the effect of technology adoption on cross-buying intentions

Abstract

The primary focus of this study is to understand whether the banking customers who are more likely to adopt new technologies will increase their likelihood to buy more products and services from same provider. This aim was achieved by examining the effect of technology adoption by banking customers on their cross-buying intentions for financial services. Data were collected using structured questionnaire and analysed adopting structural equation modelling (SEM). A positive strong association was found between technology adoption and cross-buying intentions. Technology adoption was measured through familiarity, innovativeness and stance to new technologies. The results stress the importance of increasing usage and popularity of electronic channels among banking customers for encouraging cross-buying. The originality of the paper lies in the fact that this study goes one step further from previous research by examining the direct relationship between technology adoptions by banking customers on their cross-buying intentions.