Influence of Cross-Buying Driving Factors due to Marketing Communication and Product Involvement analyzed through Hair Salon Industry

• Main Authors: CHANG, Jia Ying, 張佳穎
• Other Authors: Hsu, Chun-Hui
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/78389666234768075759

碩士 === 國立臺北大學 === 企業管理學系 === 98 === With commercial activities becoming ever competitive, increase spending per customer is inevitable for enterprises. The cost of cross-selling to existing customers being significantly less than obtaining new customers, encouraging the existing customers to purchase additional products or service will allow enterprises to boost their revenue. Cross-buying intention defines the consumers’ intention to obtain additional products or services from a single provider. This project hypothesis that enhancement of cross-buying intention is a direct result of enterprises providing cross-buying driving factors to existing customers. 1030 samples acquired through surveys in hair salon industry are used and analyzed using Structural Equation Modeling. Payment equity, convenience, product return, service recovery, and focused buying are found to be the driving factors of cross buying. These factors are also found to promote cross-buying intention and customer intention. Marketing communication will strengthen cross-buying driving factors and customer loyalty; product involvement directly improves on cross-buying driving factors, cross-buying intention, and customer loyalty. This study recommends that cross-buying driving factors be used for enhancing customers’ cross-buying intention and customer loyalty. Improving marketing communication and concentrating on high product involvement customers will raise their cross-buying intention, which directly results in boosting of revenue.