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Effects of corporate reputations, relationships and competing suppliers' marketing programmes on customers' cross-buying intentions

Cross-selling additional services to existing customers can increase their lifetime value. This article therefore investigates how corporate reputations, interpersonal relationships, and competing suppliers' marketing programmes affect customers' cross-buying intentions. The results, obtained from the life insurance industry in Taiwan, show that corporate reputations and interpersonal relationships between customers and salespersons contribute significantly to customers' cross-buying intentions, but corporate reputations can restrain customers from buying from a competing supplier more effectively than can interpersonal relationships. Finally, the article clarifies the perceptual differences between customers and service salespersons of the determinants of cross-buying.