Abstract
This study seeks to develop and test a framework for understanding the direct and indirect effect of web-benefits derived from bank on cross-buying of financial services. The purpose of this paper further includes exploring the mediating role of switching costs on the inter-relationships between web-benefits, relationship quality, and cross-buying intentions. The theoretical framework is developed on the logic of prior research that technology affects the customer-firm relationships and relationships influence the purchasing intentions of customers. Research data were collected from banking customers in Rajasthan state. Using bank intercept technique, 347 questionnaires were collected. Structural equation modelling was applied to examine the relationships among the constructs. Findings suggest that web-benefits provided by the bank have only indirect effect on the cross-buying intentions through switching costs. Results also revealed that the higher the perceived switching costs and relationship quality, the higher the cross-buying intentions.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Electronic Marketing and Retailing
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
