Research On Effects Of Service Interaction On Relationship Quality And Cross-buying Intention

Facing complicated market circumstance and continuously descending profits, retailers are actively searching for a proper operation mode to walk out of dilemma. Nevertheless, it is hard to attract consumers nowadays for their ever-changing purchasing behaviors. In addition, attracting a new consumer costs nearly5times as much as retaining a regular one. Thus, retailers are suggested to focus on how to retain regular customers and raise their total sales and profits by inducing regular consumers to buy more products. As a necessary precondition of these strategies, facilitating repeat or continuous purchase of enterprise’s products, that is cross-buying induction, is indispensible.Simultaneously, the method to raise service quality and construct good relationships with consumers is an equally important issue which should be seriously taken into consideration by enterprises. During the process of trade between consumer and enterprise, there must be some interactive activities which are probably to affect their feeling of delivering service or receiving service. In this kind of interactive, there will be evaluations in consumers’ mind on enterprise-provided service which are dependent on consumers’ feeling or impression generated during the interactive process. Positive evaluations are bound to form such positive sense as satisfactory and trust, further establishing good relationship with consumers and altering their purchasing behaviors. Hence, service interaction is likely to exert an influence on the relationship quality between the customer and the enterprise, further effecting cross-buying.This dissertation concentrates on the relationship among service encounter, relationship quality, cross-buying and theoretically models on the basis of them. Questionnaire survey was undertaken by collect primary data form large supermarkets or department stores and SPASS21.0was used to analyze the266samples, finally drawing a conclusion on the basis of analysis results.Research conclusion of this dissertation is as follows:(1) Service interaction exerts a significant positive effect on relationship quality. Both interaction of consumers-salesperson and consumers-other consumers exert a significant positive effect on trust, promise and satisfaction. By comparison, interaction of consumers-shop only exerts a significant positive effect on satisfaction and trust instead of promise.(2) Service interaction exerts a significant positive effect on cross-buying. More specifically, all of the three dimension of interactions (consumers-salesperson, consumers-shops and consumers-other consumers) were significantly and positively correlated with cross-buying.(3) Relationship quality exerts a significant positive effect on cross-buying. To be more specific, satisfaction and trust are positively and significantly correlated with cross-buying. By contrast, effect caused by promise is not as remarkable as it caused by satisfaction and trust.(4) Relationship quality plays an intermediary role in the relationship between service interaction and cross-buying. Satisfaction and trust is a partial mediator in the relationship.Based on the research conclusion, this dissertation will give retailers some advice on how to facilitate cross-buying of consumers as follows:Firstly, retailers should pay more attentions to service interaction and more effort to advance the quality of interaction. More specifically, activities tactics such as training on staffs to improve their comprehensive quality, designing shop as target audiences’will or expectation, are essential to conduct benign interaction between consumers.Secondly, retailers also should improve the relationship with consumers, raise consumers’satisfaction, enhance consumers’trust and develop consumers’promise.