Customer loyalty in banking: cross buying on the German retail market

Verlag Neue Wirtschafts-Briefe GmbH & Co. KG
Publication Type:
Journal Article
Betriebswirtschaftliche Forschung und Praxis, 2012, 64 (4), pp. 426 - 443
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A major driver for customer value in retail banking is the purchase of additional products by the existing customer, so-called cross-buying. Sales of additional products benefit particularly in product categories with sequential purchase behavior (e. g.
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