Factors that affect consumers' cross-buying intention: A model for financial services

Cross-buying behaviour in retail banking is receiving increasing research attention. Most studies on relationship development however revolve around relationship depth and length, while there has been hardly any work on the factors that affect relationship breadth. This research proposes and subsequently tests through structural equation modelling a model of factors that affect customers' intention of cross-buying retail financial services. The study yielded rich research results. Most notably, it demonstrated the centrality of image and trust in the formation of cross-buying intention and also showed that customers' cross-buying intention is formed by a combination of interrelationships among the four variables in the model, which should all act simultaneously.