The economic context infuence upon consumer financial cross-buying ; L'influence du contexte économique sur le comportement de multi-équipement financier

Consumer cross-buying behavior is an important axis for the development and profitability of customerrelationships. Prior research in Marketing has explained it using several commercial, attitudinal, marketingor socio-demographic variables. However, this literature has remained silent on the potential influence thatthe economic context could have on cross-buying behavior, most often relaying this gap in the limits andfuture research issues. In this work, we examine the extent to which the economic context influences thecross-buying behavior of bancassurance customers. In particular, we address two specific questions: (1) Doesthe degree of cross-buying of bancassurance customers reflect the economic context (i.e. contraction vs.expansion)? (2) How does the economic context (contraction/expansion) influence the degree of cross-buyingof bancassurance customers? To address these questions, we conducted two successive quantitative studies,one longitudinal on a database and the other cross-sectional using a survey. We observe that the economiccontext influences the cross-buying behavior of bancassurance customers through their emotions. It seemsthat financial services associated with avoiding negative results are more subscribed during periods ofeconomic contraction. Conversely, financial services associated with obtaining positive results are morepopular during periods of economic expansion. Our research thus introduces a new significant variable thatexplains cross-buying and that contributes to a better understanding of this behavior. On the managerial level,we propose to marketers some new strategies to develop customer relationships, and some marketingtactics to better equip their customers. ; Le comportement de multi équipement représente un axe important du développement et de la rentabilisationde la relation client. La recherche en marketing l’explique par plusieurs variables commerciales, attitudinales,marketing ou sociodémographiques. Cependant, cette littérature est restée discrète sur l’influence ...