Correspondence: Magdalini Soureli, 25 Panepistimiou Str., 10564 Athens, Greece. Tel: +30 210 3298027; Fax: +30 210 3298646; e-mail: MSOURELI@ate.gr

¹works for the Marketing Department of ATEbank. She holds a BSc in Marketing from Athens University of Economics and Business, an MSc in Marketing from UMIST (UK) and she recently graduated from the University of Manchester (UK), where she finished her PhD in Management Studies. She has already published a number of articles in Journal of Consumer Behaviour, Journal of Financial Services Marketing, and Managing Service Quality and she has been an active presenter at several conferences.

²has been Professor of Marketing in the Manchester Business School, University of Manchester. She obtained a BSc from Manchester University, an SM degree from the Sloan School of Management at MIT and her PhD from Manchester. Her teaching and research interests focus on marketing in service sector industries. She has particular expertise in issues relating to customer service and service quality. She has published over 100 journal articles and conference papers and has served on the editorial boards of several prominent journals.

³(PhD, University of Manchester) is Associate Professor of Marketing at the Graduate School of the American College of Greece. Before taking up this post she was Lecturer in Marketing at the University of Manchester. Her main research interests are in professional and banking services and relationship management. She has published in the Journal of Marketing Management, the Journal of Services Marketing, the Journal of Customer Behavior, and the Marketing Management Journal, among others.

Received 8 February 2008; Revised 8 February 2008.

Abstract

Cross-buying behaviour in retail banking is receiving increasing research attention. Most studies on relationship development however revolve around relationship depth and length, while there has been hardly any work on the factors that affect relationship breadth. This research proposes and subsequently tests through structural equation modelling a model of factors that affect customers' intention of cross-buying retail financial services. The study yielded rich research results. Most notably, it demonstrated the centrality of image and trust in the formation of cross-buying intention and also showed that customers' cross-buying intention is formed by a combination of interrelationships among the four variables in the model, which should all act simultaneously.