JSSM  Vol.4 No.4 , December 2011
Using TOPSIS & CA Evaluating Intentions of Consumers’ Cross-Buying Bancassurance
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.

Cite this paper
nullC. 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