...Antonia Estrella-Ramón Purpose This paper aims to examine the impact of the customer’s previous transaction behaviour (represented by loyalty and general cross-buying) on his/her choice of specific services offered by the same financial services provider. Design/methodology/approach This study...

... The results indicate that existing consumers’ cross-buying of the new service results in a reduction of their future usage of existing services. Most consumers also managed to maintain their monthly payments constant, even though they had subscribed to the new service. Together, these findings imply...