Journal of Business Market Management

, Volume 4, Issue 3, pp 151–165 | Cite as

Diagnosing the Impact of Patronage Concentration and Cross-Buying in Retail Banking

  • Laszlo SajtosEmail author
  • Henning Kreis
Research Article


While information about customers who have multiple providers is not necessarily difficult to obtain managers do not seem to use this piece of information. A conceptual model was developed to diagnose the impact of customers’ disclosed disloyalty and the findings reveal that customer’s patronage concentration significantly shapes the dynamics of the customer’s relationship with his main provider.


Patronage concentration Cross-buying Customer value Relationship quality Retail banking 


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Copyright information

© Gabler Verlag 2010

Authors and Affiliations

  1. 1.University of Auckland Business SchoolAucklandNew Zealand
  2. 2.Marketing-DepartmentFreie University BerlinBerlinGermany

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