Factors Affecting Customers' Intentions of Cross-purchasing Durable Goods

Abstract

Studies on cross-selling have focused on the consumer goods industry, based on abundant purchasing data from point of sale (POS) systems. However, cross-selling, an important and traditional customer relationship management (CRM) tool, is valuable for efficiently making profits in the durable goods industry as well. Therefore, this study evaluated re-cross-purchasing factors that affect consumers, focusing on customers who had already "cross-purchased" goods in industries of high-end fashion (leather goods), IT (smartphone and personal computer), and mobility (motorcycle and car). Thus, in addition to the common factor of favorable attitudes toward brands, this study identified other factors characteristic to each industry.