Examining the interrelationships of relationship quality, customer loyalty and cross buying behaviour in the Hong Kong retail banking industry

The purpose of this study is to develop a model that investigates the relationships between relationship quality, customer loyalty and cross buying behaviour of retail banking services in Hong Kong. Data were collected from a survey of more than 269 consumers and were analyzed using structural equation modelling via PLS. The results show that that the customers’ cross-buying intentions are primarily associated with customer loyalty, whereas relationship quality was found to have a marginal effect on cross buying. However, relationship quality was found to have a strong influence on customer loyalty. The results of the study have important implications for academicians in understanding what drives cross-buying behaviour as well as retail bank practitioners to help design more effective cross-buying strategies in the Hong Kong context.