Relationship quality and cross-buying in varying levels of category similarity and complexity

Numerous studies have shown satisfaction and trust are the crucial antecedents of loyalty. However, the relationship between satisfaction, trust and cross-buying is not as simple as expected. Studies on the effects of satisfaction and trust on cross-buying show mixed results. Thus, this study aims to examine the separate moderating effect of category similarity and category complexity on the relationship between satisfaction, trust and cross-buying. We then examine the joint moderating effects of category similarity and category complexity on the relationship. The results indicate that the relative effects of satisfaction and trust on cross-buying vary based on different category similarity and complexity. The findings add new insight to our understanding of contingent relationships in cross-buying evaluations.