Document Type : Research Paper


1 Department of Business Management, Kish International Branch, Islamic Azad University, Kish Island, Iran.

2 Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran.

3 Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran, Iran.


The present study aims at presenting a model of cross-buying behavior of electronic service customers in Shahr Bank. This research is applied in terms of objective and survey-exploratory in terms of approach. The statistical population of this study consisted of a group of experts including senior managers of Shahr Bank, professors and marketing consultants familiar with the banking industry which in-depth interviews were conducted with them. The selection of experts and doing interviews with them continued until the theoretical saturation was reached and then stopped. Purposive sampling method was used in this study. Nine interviews were conducted in total. This research has been done in the period of October 2020 to May 2021. Due to using the data foundation theory in this research, the main data collection tool was unstructured in-depth interviews with experts. Finally, after three open, axial and selective kinds of coding, the conceptual model of the research was designed based on a paradigm model. In this research and according to the identified goals and categories, the category of motivating to use various electronic services of Shahr Bank was considered as the main and axial category. This means that the core of the conceptual model is the users' motivation and inner desire to use various electronic services of this bank.


Main Subjects

  1. Kamalian, A. R., Yami, A. R., & Sani, M. A. D. (2014). A survey electronic advertisement on consumer behavior based on CAB model (a study on Mahan institution). Asian journal of research in marketing3(5), 29-44.
  2. Salar, J., & Rahmani, Z. (2015). A study of consumer behavior. Payam Noor University Publications. (In Persian).
  3.  Danaei, A., & Dasar, S. (2016). Measuring the behavioral response of food products customers of Etka chain stores to media advertisements considering the mediating role of the organization's reputation. 4th international conference on applied research in management and accounting. Tehran. (In Persian).
  4. Shafizadeh, H., Seyedi, S., Ghasemi Dalarsetaghi, I. (2013). Presentation of integrated model of consumer behavior in electronic shopping. Jounal of marketing management, 8(19), 13-28. (In Persian).
  5. Tung, B., & Carlson, J. (2015). Examining determinants of cross buying behaviour in retail banking. International journal of quality & reliability management, 32(8), 863-880.
  6. Bello, K. B., Jusoh, A., & Nor, K. M. (2020). Relationships and impacts of perceived CSR, service quality, customer satisfaction and consumer rights awareness. Social responsibility journal, 17(8), 1116-1130.
  7. Saleh, H., Shafiee, M., & Sanji, M. (2020). Modifying the interconnecting activities through an adjusted dynamic DEA model: a slacks-based measure approach. Journal of applied research on industrial engineering7(3), 287-300.
  8. Cummins, S., Peltier, J. W., Schibrowsky, J. A., & Nill, A. (2014). Consumer behavior in the online context. Journal of research in interactive marketing, 8(3), 169-202.
  9. Esmaili Dooki, A., Bolhasani, P., & Fallah, M. (2017). An integrated fuzzy AHP and fuzzy TOPSIS approach for ranking and selecting the chief inspectors of bank: a case study. Journal of applied research on industrial engineering4(1), 8-23.
  10. Mukerjee, K., & Shaikh, A. (2018). Impact of customer orientation on word-of-mouth and cross-buying. Marketing intelligence & planning, 37(1), 97-110.
  11. Yaghoobi, D., Hashemi, S. M., & Naami, A. (2021). Providing an effective advertising pattern based on social networks in educational businesses industry. Journal of applied research on industrial engineering8(Special Issue), 1-15.
  12. Ebrahimpour, H., Kolaei, M., Soraiai, A., & Bagheri, M. (2017). A survey of the effect of recommender factors on unplanned buying behavior (case study: Iran katan chain stores in mazandaran province). International conference on management, economics and marketing. Tehran. (In Persian).
  13. Behzadnejad, K., & Mansouri, M. (2017). The impact of management, organizational, marketing and service quality capabilities on buying intention: the role of service innovation (case study of saipa Yadak Company). 2nd international conference on industrial management. Babolsar. (In Persian).
  14. Tehrani, H., & Safdari, M. (2016). Study of the relationship between dimensions of relationship marketing and the impulsive buying behavior of customers of Etka chain stores in Golestan province. Fourth scientific conference on findings of modern management science, entrepreneurship and education in Iran. (In Persian).
  15. Mirzad Zare, M., Garkaz, M., Jahangiri Tolaroud, Z. (2015). Study of the role of ethical principles on the behavior of buyers of Refah chain stores in Rasht. International conference on management, economics and humanities. Istanbul, Turkey. (In Persian).
  16. Esfahani, M., Hadadian, A., Rahimizadeh, H. (2014). Evaluating effective factors on impulse buying at chain store in Mashhad :( case study: poruma chain store). New marketing research journal, 4(4), 71-84. (In Persian).
  17. Golrokh, A., Khanlari, A. (2014). Identification and examination of the factors affecting customer intentions for cross buying bancassurance. Journal of Business management, 6(2), 381-400. (In Persian). DOI: 22059/jibm.2014.52010
  18. Tian, Y., Hung, C., & Frumkin, P. (2020). An experimental test of the impact of corporate social responsibility on consumers' purchasing behavior: the mediation role of trust. Corporate social responsibility and environmental management27(6), 2972-2982.
  19. Mukerjee, K., & Shaikh, A. (2018). Impact of customer orientation on word-of-mouth and cross-buying. Marketing intelligence & planning, 37(1), 97-110.
  20. Vyas, V., Roy, A., & Raitani, S. (2018). Do the competitors affect cross-buying decisions? International journal of bank marketing, 36(1), 2-18.
  21. Paulssen, M., & Roulet, R. (2017). Social bonding as a determinant of share of wallet and cross-buying behaviour in B2B relationships. European journal of marketing, 51(5/6), 1011-1028.
  22. Krishnamurthy, A., & Shainesh, G. (2017). Snubbing the old to embrace the new: the impact of cross-buying on the usage of existing services. Journal of services marketing, 31(6), 662-675.
  23. Evanschitzky, H., Malhotra, N., Wangenheim, F. V., & Lemon, K. N. (2017). Antecedents of peripheral services cross-buying behavior. Journal of retailing and consumer services36, 218-224.
  24. Abidin, I. H. Z., Piah, Z. H. M., & Usman, S. B. (2016). Investigating antecedents of cross shopping behavior among consumers in selangor. Procedia economics and finance37, 397-404.
  25. Vyas, V., & Raitani, S. (2015). An examination of linkages between CSR and cross-buying. Social responsibility journal, 11(3), 622-640.
  26. Lin, S. Y. (2012). Customer orientation and cross-buying: the mediating effects of relational selling behavior and relationship quality. Journal of management research4(4), 334-358. DOI: 5296/jmr.v4i4.2350
  27. Hong, J. K., & Lee, Y. I. (2012). Determinants of cross‐buying intentions in banking services in collectivistic culture. International journal of bank marketing, 30(5), 328-358.
  28. Mäenpää, I. (2012). Drivers of cross‐sectoral cross‐buying behaviour among business customers. International journal of bank marketing, 30(3), 193-217.
  29. Dierkes, T., Bichler, M., & Krishnan, R. (2011). Estimating the effect of word of mouth on churn and cross-buying in the mobile phone market with Markov logic networks. Decision support systems51(3), 361-371.
  30. Reinartz, W., Thomas, J. S., & Bascoul, G. (2008). Investigating cross‐buying and customer loyalty. Journal of interactive marketing22(1), 5-20.