publication . Other literature type . Article . 2018

Drivers Of Cross-Buying Intentions Of Bank Customers In India: A Structural Equation Modeling (Sem) Approach

Nidhi Grover Arora;
Open Access
  • Published: 18 Oct 2018
  • Publisher: Zenodo
Cross buying is the practice of purchasing additional products and services from existing sellers. However, wider customer acceptance is must for a seller to cross sell the additional products efficaciously. In this light the present study endeavors to find out the drivers of cross buying intentions of customers of different Public and Private sector commercial banks in India. The study will have great implications for bankers as it will enable them to have knowledge of the motivating factors (drivers) on the part of customers which in turn will result in fixed and new source of income for them.
free text keywords: Cross-buying, Bancassurance, Structural Equations Modeling
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Other literature type . 2018
Provider: Datacite
Other literature type . 2018
Provider: Datacite
Article . 2018
Provider: ZENODO
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