The cross-buying effect in a multi-vendor loyalty program in Korea
- Authors
- Lee, Seung Min; Kim, Sang Yong; Yoo, Shijin; Song, Tae Ho
- Issue Date
- 3월-2021
- Publisher
- PALGRAVE MACMILLAN LTD
- Keywords
- Cross-buying; Multi-vendor loyalty program; Deal proneness; Spending limit; Brand dispersion index; Korea
- Citation
- ASIAN BUSINESS & MANAGEMENT, v.20, no.3, pp.339 - 369
- Indexed
- SSCI
SCOPUS
- Journal Title
- ASIAN BUSINESS & MANAGEMENT
- Volume
- 20
- Number
- 3
- Start Page
- 339
- End Page
- 369
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/129785
- DOI
- 10.1057/s41291-019-00088-w
- ISSN
- 1472-4782
- Abstract
- This study investigates the factors weakening the relationship between a customer's cross-buying and firm sales in a multi-vendor loyalty program (MVLP) in Korea. The findings indicate that cross-buying has a positive impact on purchase frequency, transaction size, and further cross-buying in the subsequent periods. However, this impact is attenuated when customers are inclined to deal proneness or spending limit. The findings give academics and managers the opportunity to reconsider the conventional assumptions about cross-buying. Instead of emphasizing cross-selling for random customers, firms must identify customers whose cross-buying behavior affects firm performance positively. This study has managerial implications for MVLP operators for the effective acquisition and retention of participating vendors.
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Collections - Korea University Business School > Department of Business Administration > 1. Journal Articles
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