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Understanding the effect of competitor’s marketing activities as well as analyzing the impact of one’s own marketing activities is equally important. The purpose of this paper is to determine the role of competing bank’s marketing activities (i.e. competitor’s price and product variety) and main bank’s characteristics (bank’s reputation and expertise) in the cross-buying intentions of customers by studying the interrelationships among these.

This study has adopted a hybrid model of confirmatory factor analysis and the decision-making trial and evaluation laboratory. Data were gathered from two different samples of bank customers and bank experts, using closed-ended questionnaire.

The results revealed that competitor’s price influences the cross-buying intentions of customers more than the reputation and expertise of primary bank. Bank’s reputation, expertise and competitor’s price were found causing factors. The remaining two factors, namely competitor’s product variety and cross-buying intentions, were belonging to the effect group.

For practice, this study guides banking institutions for resource allocation. Continuous and extensive staff training should be provided to sales staff. Bank should realize customers that they are getting much more value in return of what they are paying.

This study is one of few studies in marketing literature which investigates the effect of competitors on cross-buying.

The price war and intense competition in Indian banking industry have exposed banks to one of the major threat of switching. Consumers are now more price and service conscious in their financial services purchasing behaviour. They are more prone to change their banking behaviour as banking products and services are nearly identical in nature. The purpose of this paper is to provide an insight of the drivers that lead a customer switch from one service provider to another in Indian banking industry using exploratory design.

The impacts of the influencing factors have been studied and tested empirically using exploratory factor analysis. Quantitative data have been collected by means of questionnaire employed from Clemes et al. and administered to 296 banking customers of Rajasthan utilizing convenience sampling.

Results reported that price, reputation, responses to service failure, customer satisfaction, service quality, service products, competition, customer commitment and involuntary switching have their significant effect on customers’ switching behaviour.

The findings of present study can be used by the Indian banks for their product and service designing strategies, marketing strategies and customer services practices in order to reduce customer switching. It would help them in improving their service operations and also in increasing customer satisfaction and loyalty by understanding the banking behaviour of their customers.

The originality lies in the fact that this study is one of few which have focused on the drivers leading to the switching intentions of Indian banking customers.

This paper aims to probe into the linkages between the corporate social responsibility (CSR) practices of banks and the cross-buying intentions of banking customers. Though the authors could not find any direct link between these two concepts on theoretical ground, but an effort has been made to identify the impact of CSR on cross-buying intentions through corporate reputation and relationship quality. Like other industries, the Indian banking industry has also witnessed a balance between its social-environmental responsibilities and its clearly defined economic responsibility to earn profit.

The universe for the present study constitutes the customers of the entire Indian banking industry. Considering the cost and time constraints, the study was limited to a sample of 347 public and private bank customers in the Rajasthan region based on the convenience sampling method. Data were collected using a structured questionnaire and analyzed through structural equation modeling. CSR measures included philanthropic and ethical responsibility.

Results revealed that corporate reputation and relationship quality both play a mediating role in the linkages between CSR and cross-buying intentions.

The study suggests integrating marketing strategy with its CSR strategies to encourage cross-buying intentions. While making the cross-selling agenda, they should bear reputation in mind because at the relationship development phase, customers generally rely on reputation than their evaluation of bank’s products for cross-buying.

This study is the first in marketing literature which relates the concept of CSR and the cross-buying.