Title: Corporate reputation, service innovation and cross-buying intention: a test on reciprocal relationship and mediation effect

Authors: Sridhar Manohar; Ganesan Palanisamy

Addresses: PGP Office, Marketing and Research, J.K. Business School (Unit of J.K. Organisation), Gurgaon Sohna Expressway, Damdama Lake Road, Gurgaon – 122102, India ' Marketing Division, VIT Business School, VIT University, Vellore 632 014, Tamil Nadu, India

Abstract: This study empirically established the reciprocal relationship between service innovation and corporate reputation and its effect on cross-buying intention with mediation effect of service innovation between corporate reputation and cross-buying intention. The findings established that there is a reciprocal relationship between service innovation and corporate reputation and that both the constructs independently influence the cross-buying intention of the customer. The result further clarifies that there is the least combined effect of service innovation and corporate reputation on cross-buying intention, which means that service innovation and corporate reputation do not mediate the other variable's relationship with cross-buying intention. The findings help the managers/decision makers of a telecommunication service firm to understand that customer may cross-buy a product/service even from a non-reputed firm if the product/service is innovative. On the other hand, customers might cross-buy a product/service if it is from a reputed firm where the product/service may not always be innovative. Thus, for a new firm (which is less reputed in the market), service innovation helps in cross-selling whereas cross-selling of service is comparatively easier for a reputed firm even in the absence of innovative idea.

Keywords: service innovation; corporate reputation; reciprocal relationship; cross-buying intention.

DOI: 10.1504/IJSEM.2018.096063

International Journal of Services, Economics and Management, 2018 Vol.9 No.2, pp.158 - 176

Accepted: 20 Jun 2018
Published online: 09 Nov 2018 *

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