...Hsuan-Hsuan Ku; Chih-Yun Huang Purpose The purpose of this paper is to investigate consumers’ responses to unsolicited cross-selling of supplementary paid-for services made during delivery of a core service, and the contextual and personal variables moderating those responses. Design...

... contributes by attempting to offer a view of customer reactions to service encounters in which both service and sales activities exist within the same frame. © Emerald Group Publishing Limited 2013 The service encounter Suggestive selling Cross‐selling Customers Behaviour In many...