A Study On The Influence Of Cross-selling On Repurchase Intention In Service Retailing Industry

Nowadays with the gradually fierce market competition,companies concern more about the relationship with the current customers.As we know,It costs much more to get new customers than to maintain the existing ones.How to make the most of the existing customers? Corss selling is becoming an popular methods used by many companies to enhance customer value,through selling related products and building long-term relationship.However,most cross-selling behaviors are not that effective,many companies, especially in service retailing industry cross sell product blindly in large scale to increase instant profits,which leads to customer’s such negative response as psychological inversion.This will not only result in failure of delivering goals,but also loss loyal customers.Go for wool and come home shorn!Wether cross selling has a positive influence on customer relationship or not,there is not a definite answer. So it’s necessary to analyze the relastionship between cross selling and customer’s loyalty,and provide management suggestions for companies’ decision making.This research take service industry as example to analyze cross-selling’s influence on customer’s repurchase intention,from the perspective of psychological reaction. Through reviewing previous researches on cross selling,psychological inversion,and repurchasing intention,employing small-scale interviews and brainstorming,we defined the four dimensions of cross selling strategy namely selling oriented,customer oriented,price overflow and massive environment,based on which we developed scale.To analyze the relationship between the variables and dependent variable,We also built a hypothesis model.,and take empirical methods to test the proposed model.The results reveal that selling oriented and price overflow impose an negative impact on repurchase intention,but an positive impact on psychological inversion. Customer oriented and massive environment have an positive influence on psychological inversion,but only customer oriented has positive impact on psychological inversion. emotional intensity has a moderating effect between price overflow, massive environment and repurchase intention.Based on the rules revealed by this research, we provide theory basis for cross-selling decision making and necessary implication for management.