Study Of The Influence On Customer Cross-buy And Trust Dimensions From Different Service Interaction

Now. Chinese retail industry has become more and more low profit margins, the industry average profit margin is only 1% to 2%, and continues to decline. Most of retail businesses are facing income increasing without more profit.In order to increase market share, win more customers, retail enterprises engaged in a fierce price war. Intense price competition among retailers reduce the cost of the customer, but also dilute the company's profits. Now retailers need to improve customer share on the business in marketing, firstly, by promoting customers'cross-buying to improve business's profitabilityCross-buying has been extensive concern of Domestic and international marketing scholars, and they found that trust can be a significant directly impact on cross-buying, but previous studies only view trust as a whole trust, instead of different dimensions of trust on the impacts of cross-buying research. Meanwhile, cross-buying pre-factor based on trust are considered for the study from the enterprise level, but they ignore the customer-level factors, in fact, more attention should be paid on the service interactions based on trust to impact cross-buying importantly. Taking into account the above mentioned cross-buying research gaps, in this study on cross-buying, the trust dimensions as an intermediary variable, and to study the different types of service interaction impact on cross-buying. The results from this study can be seen, on the front factors of cross-buying affect it, the intermediary effect of different trust dimensions is different", and this paper from the process of view, serve interaction as a cross-purchase antecedent, to study different effects on different types of service interaction based on trust dimensions of cross-buying. Encourage enterprises to achieve better interaction with customers and between customers, thereby promoting cross-buying.In this paper, for example in the retail industry, in the form of a questionnaire in the national collection of 197 questionnaires, using SPSS to analyze the collected data, from an empirical point of view to study the service interaction of different types on the impact of customers' cross-buying, and different trust dimensions exist the degree of potential intermediary role between the relationship of them. The empirical results of structural equation model showed that:(1) the services interaction of different types with a significant impact on cross-buying; (2) cognitive-based trust is introducted to the cross-buying model, the services interaction of different types does not directly affect cross-buying, but by cognitive-based trust work; (3) affective trust on the customer-salesperson interaction and customer interaction effect cross-buying has significant impact on the part of the mediating effect, but the interaction between the customer and the store to cross-buy only with weak impact on the part of the mediating effect. Therefore, the company's survival and development in the future should focus on improving the quality of service interaction between enterprise and customer, and ongoing efforts to promote the formation of the perception-based trust, and further formation of the customer's affective trust.