Share This Article:

Using TOPSIS & CA Evaluating Intentions of Consumers’ Cross-Buying Bancassurance

Abstract Full-Text HTML Download Download as PDF (Size:255KB) PP. 469-475
DOI: 10.4236/jssm.2011.44053    3,948 Downloads   6,791 Views   Citations


The purpose of this study is to develop and assess an objective research model to weigh the factors that affect intention of cross-buying insurance in banks. The Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) was conduct firstly for the shortlist selection of factors of cross-buying intention. Then, the factors’ weights of cross-buying intention is also used as the evaluation criteria, and these are calculated effectively by employing Conjoint analysis (CA). This study finding: The TOPSIS is an effective method to help decision makers for the shortlist selection of idea factors of cross-buying intention. In order to collect data to identify and shortlist selection the intentions of cross-buying insurance in banks by Delphi & TOPSIS, and develop an evaluation structure to weigh the intentions of cross-buying insurance in banks, an interview protocol was designed.

Conflicts of Interest

The authors declare no conflicts of interest.

Cite this paper

C. Fan, Y. Lee, L. Lee and W. Lu, "Using TOPSIS & CA Evaluating Intentions of Consumers’ Cross-Buying Bancassurance," Journal of Service Science and Management, Vol. 4 No. 4, 2011, pp. 469-475. doi: 10.4236/jssm.2011.44053.


[1] Y. F. Jarrar and A. Neely, “Cross-Selling in the Financial Sector: Customer Pro?tability is Key,” Journal of Targeting, Measurement and Analysis for Marketing, Vol. 10, No. 3, 2002, pp. 282-297. doi:10.1057/palgrave.jt.5740053
[2] W. Reinartz and J. S. Thomas, “Modeling the Firm-Customer Relationship,” Working Paper, INSEAD, Fontainebleau, 2001.
[3] G. S. Day, “Managing Market Relationships,” Journal of Academy of Marketing Science, Vol. 28, No. 1, 2000, pp. 24-30. doi:10.1177/0092070300281003
[4] N. Bendapudi and L. L. Berry, “Customers’ Motivations for Maintaining Relationships with Service Providers,” Journal of Retailing, Vol. 73, No. 1, 1997, pp. 15-38. doi:10.1016/S0022-4359(97)90013-0
[5] P. V. Ngobo, “Drivers of Customers’ Cross-Buying Intentions,” European Journal of Marketing, Vol. 38, No. 9, 2004, pp. 1129-1157. doi:10.1108/03090560410548906
[6] M. Soureli, B. R. Lewis and K. M. Karantinou, “Factors that Affect Consumers’ Cross-Buying Intention: A Model for Financial Services,” Journal of Financial Services Marketing, Vol. 13, No. 1, 2008, pp. 5-16. doi:10.1057/fsm.2008.1
[7] P. C. Verhoef, “The Impact of Satisfaction and Payment Equity on Cross-Buying: A Dynamic Model for a Multi- Service Provider,” Journal of Retailing, Vol. 77, No. 3, 2001, pp. 359-379. doi:10.1016/S0022-4359(01)00052-5
[8] M. J. Polonsky, H. Cameron, S. Halstead, A. Ratcliffe, P. Stilo and G. Watt, “Exploring Companion Selling: Does the Situation Affect Customers’ Perceptions?” International Journal of Retail & Distribution Management, Vol. 28, No. 1, 2000, pp. 37-45. doi:10.1108/09590550010306764
[9] W. A. Kamakura, N. R. Sridhar and K. S. Rajendra, “Applying Latent Trait Analysis in the Evaluation of Prospects for Cross-Selling of Financial Services,” International Journal of Research in Marketing, Vol. 8, 1991, pp. 329-349. doi:10.1016/0167-8116(91)90030-B
[10] L. L. Berry, K. Seiders and D. Grewal, “Understanding Service Convenience,” Journal of Marketing, Vol. 66, No. 1, 2002, pp. 1-17. doi:10.1509/jmkg.
[11] T. C. Liu and L. W. Wu, “Customer Retention and Cross-Buying in the Banking Industry: An Integration of Service Attributes, Satisfaction and Trust,” Journal of Financial Services Marketing, Vol. 12, No. 2, 2007, pp. 132-145. doi:10.1057/palgrave.fsm.4760067
[12] W. J. Reinartz and V. Kumar, “The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration,” Journal of Marketing, Vol. 67, No. 1, 2003, pp. 77-99. doi:10.1509/jmkg.
[13] S. P. Jeng, “Effects of Corporate Reputations, Relationships and Competing Suppliers’ Marketing Programmes on Customers’ Cross-Buying Intentions,” The Service Industries Journal, Vol. 28, No. 1, 2008, pp. 15-26. doi:10.1080/02642060701725370
[14] E. Anderson and B. Weitz, “Determinants of Continuity in Conventional Industrial Channel Dyads,” Marketing Science, Vol. 8, 1990, pp. 310-323. doi:10.1287/mksc.8.4.310
[15] P. M. Doney and J. P. Cannon, “An Examination of the Nature of Trust in Buyer-Seller Relationships,” Journal of Marketing, Vol. 61, No. 2, 1997, pp. 35-51. doi:10.2307/1251829
[16] T. C. Liu and L. W. Wu, “Relationship Quality and Cross-Buying in Varying Levels of Category Similarity and Complexity,” Total Quality Management, Vol. 19, No. 5, 2008, pp. 493-511. doi:10.1080/14783360802018152
[17] R. N. Bolton, “A Dynamic Model of the Duration of the Customer’s Relationship with a Continuous Service Provider: The Role of Satisfaction,” Marketing Science, Vol. 17, No. 1, 1998, pp.45-65. doi:10.1080/14783360802018152
[18] V. Kumar, M. George and J. Pancras, “Cross-Buying in Retailing: Drivers and Consequences,” Journal of Retailing, Vol. 84, No. 1, 2008, pp. 15-27. doi:10.1016/j.jretai.2008.01.007
[19] J. F. Hair, R. E. Anderson, R. L. Tatham and W. C. Black, “Multivariate Data Analysis,” 5th Edition, New Jersey: Prentice-Hall International, 1998.
[20] F. A. Siddiqui and M. S. Awan, “Analysis of Consumer Preference of Mobile Phones Through the Use of Con- joint Analysis,” Journal of Management Thought, Vol. 3, No. 4, 2008.
[21] C. Hwang and K. Yoon, “Multiple Attribute Decision Making: Methods and Application,” Springer, New York, 1981.
[22] T. K. Panda and S. Panda, “An Alternative Method for Developing New Tourism Products,” National Journal (SIDDHANT) of Regional College of Management, Bhubaneswar, 2001.
[23] S. Sudman & E. Blair (1998), Marketing Research, Boston: McGraw Hill.
[24] J. Fox, “Applied Regression Analysis, Linear Models, and Related Methods,” Thousand Oaks, CA: Sage, 1997.
[25] M. Wedel, W. Kamakura and U. B?ckenholt, “Marketing Data, Models and Decisions,” International Journal of Research in Marketing, Vol. 17, 2000, pp. 203-208. doi:10.1016/S0167-8116(00)00010-0
[26] S. N. Tripathi and M. H. Siddiqui, “An Empirical Study of Tourist Preferences Using Conjoint Analysis,” International Journal of Business Science and Applied Management, Vol. 5, No. 2, 2010, pp. 203-208.
[27] G. Churchill and D. Iacobucci, “Marketing Research, Methodological Foundations,” 8th Edition, Harcourt Publishing, London, 2002.
[28] R. Helm, L. Manthey, A. Scholl and M. Steiner, “Empirical Evaluation of Reference Elicitation Techniques from Marketing and Decision Analysis,” Jenaer chriften zur Wirtschaftswissenschaft, Vol. 2, 2003.
[29] S. Addelman, “Orthogonal Main-Effect Plans for Asymmetrical Factorial Experiments,” Technometrics, Vol. 4, 1962, pp. 21-46. doi:10.2307/1266170
[30] G. Hausruckinger and A. Herker, “Die Konstruktion von Sch?tzdesigns für Conjoint—Analysen auf der Basis von Paarvergleichen,” Marketing eitschrift für Forschung und Praxis, Vol. 14, No. 2, 1992, pp. 99-110.
[31] D. R. Luce and J. W. Tukey, “Simultaneous Conjoint Measurement: A New Type of Fundamental Measurement,” Journal of Mathematical Psychology, Vol. 1, No. 1, 1964, pp. 1-27. doi:10.1016/0022-2496(64)90015-X

comments powered by Disqus

Copyright © 2018 by authors and Scientific Research Publishing Inc.

Creative Commons License

This work and the related PDF file are licensed under a Creative Commons Attribution 4.0 International License.