DRIVERS OF CROSS-BUYING INTENTIONS OF BANK CUSTOMERS IN INDIA: A STRUCTURAL EQUATION MODELING (SEM) APPROACH

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Nidhi Grover Arora;
(2018)

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 driv... View more
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