Interactive Psychographics: Cross-Selling in the Banking Industry

This paper presents the findings from a study designed to investigate the use of interactive psychographics to develop cross-selling strategies.

Interactive Psychographics: Cross-Selling in the Banking Industry.

James W. PeltierJohn A. SchibrowskyDon E.SchultzandJohn Davis

Over the past decade researchers have increasingly studied how 'relationship marketing' can improve customer loyalty and enhance organizational profits (Berry, 1995). At its core, relationship marketing relies on the premise that as customer contacts accumulate over time, opportunities exist to develop strong and mutually beneficial relational partnerships (Czepiel, 1990). More recently, the combined impact of the information revolution and advancing media technologies has placed a premium on research directed toward finding ways to understand and enhance interactive buyer-seller relationships (Deighton and Glazer,...

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