Perception carryover in cross-buying: the role of interpurchase time and product locus

Jihoon Cho () and Swinder Janda
Additional contact information
Jihoon Cho: Kansas State University
Swinder Janda: Kansas State University

Journal of Marketing Analytics, 2023, vol. 11, issue 4, No 19, 809-819

Abstract: Abstract This study utilizes unique field data from the quick-service restaurant industry to investigate the longitudinal interplay of objective service performance, overall perceived service quality, and actual cross-buying behavior at each transaction level. In this framework, interpurchase time and the locus of products are investigated as the two key factors determining the effect of perceived service quality on future cross-buying behavior. Findings indicate that (1) perceived service quality carries over to future cross-buying purchases; (2) the carryover effect of perceived service quality on cross-buying is more pronounced for peripheral product purchases with shorter interpurchase times. Both theoretical and managerial implications of these findings are outlined.

Keywords: Cross-buying; Perceived service quality; Objective service performance; Forgetting; Product locus (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1057/s41270-022-00189-0 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jmarka:v:11:y:2023:i:4:d:10.1057_s41270-022-00189-0

Ordering information: This journal article can be ordered from
http://www.springer. ... gement/journal/41270

DOI: 10.1057/s41270-022-00189-0

Access Statistics for this article

Journal of Marketing Analytics is currently edited by Maria Petrescu and Anjala Krishnen

More articles in Journal of Marketing Analytics from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().