Determinants of cross‐buying intentions in banking services in collectivistic culture

Abstract

Purpose

The purpose of this paper is to be the first to explicate the determinants of customers’ cross‐buying intentions in the banking services of Korea and Taiwan, and then explore the influence of cross‐cultural values, such as “Collectivism”, to the relationships between these determinants and customers’ cross‐buying intentions.

Design/methodology/approach

The authors employed a triangulation approach of structured surveys to 700 actual customers, and six interviews with professional senior managers engaged in customers’ cross‐buying activities of banking services in two countries – Korea and Taiwan. Confirmatory factor analysis and hierarchal multiple regression were conducted on these data using AMOS 10.1 and SPSS 12.0.

Findings

“Perceived value”, “Trust”, “Image”, and “Satisfaction” were found to be the determinants of customers’ cross‐buying intentions in the banking services of Korea and Taiwan, out of which “Trust” and “Satisfaction” were significantly influenced by “Collectivism”. The research also confirms that, even between countries with similar level of “Collectivism”, its influence can differ according to the determinants of cross‐buying intentions in banking services.

Originality/value

The conceptual model presented in this paper could be extended and tested on customers in an “Individualistic” culture, in future research. The analysis in the research could also be further elaborated for specific segments of customers.

Citation

Hong, J. and Lee, Y. (2012), "Determinants of cross‐buying intentions in banking services in collectivistic culture", International Journal of Bank Marketing, Vol. 30 No. 5, pp. 328-358. https://doi.org/10.1108/02652321211247408