Research On Effects Of Relationship Quality On Cross-Buying

Since China joined the WTO for more than10years, the retail industry in China has developed rapidly. Although the total retail sales continued to increase, the retail industry profit margin has continued to decline. One reason is the increased competition in the retail, and it is becoming more and more difficult for retail businesses to attract new customers. Therefore, retailers should pay attention to retain customers and encourage customers to repeat purchase or to purchase other products and services.How to effectively promote the existing customer to cross-buying? This problem has aroused wide attention from scholars at home and abroad. Existing researches have focused on the drivers of cross-buying, in which relationship quality is the most important factor. These researches have made many valuable results, but there are still several shortcomings following, and thus to which provided direction for further research for this paper.Therefore, the core issue in this study is that whether the perceived of uncertainty and variety-seeking have a moderating role in the relationship between relationship quality and cross-buying? Specifically, the research questions are:(1)In the retail context, dose the relationship quality have a significantly effect on cross-buying?(2)Whether the perceived of uncertainty has a moderating role in the relationship between relationship quality and cross-buying?(3)Whether the variety-seeking has a moderating role in the relationship between relationship quality and cross-buying?In order to achieve the goal, this paper is mainly based on S-O-R theory, excited-spread theory building a model of Relationship quality (satisfaction and trust), Perception of uncertainty, Variety-seeking and Cross-buying.This paper looked at the retail stores customers as the main survey under test, using SPSS19software to analyze the collected data. Through the empirical analysis of390samples, draw the main conclusions in this research are: (1) Relationship quality (satisfaction and trust) has a significant positive effect on cross-buying.(2) Perceived of uncertainty does not play a significant part of the moderating role to weaken the relationship between satisfaction and cross-buying, but plays a significant part of the moderating role to weaken the relationship between trust and cross-buying.(3) Variety-seeking plays a significant part of the moderating role to strengthen the relationship between satisfaction and cross-buying, but does not play a significant part of the moderating role to strengthen the relationship between trust and cross-buying.Based on the conclusions, this paper proposed three suggestions to retailers.(1) Retailers should improve the relationship quality, increase customer satisfaction and enhance customer trust.(2) Reduce consumer’s perception of uncertainty.(3) Focus on the characteristics of consumer’s variety-seeking behavior.