Hong, Jung‐Kee; Lee, You‐il - In: International Journal of Bank Marketing 30 (2012) 5, pp. 328-358
Purpose – The purpose of this paper is to be the first to explicate the determinants of customers’ cross‐buying intentions in the banking services of Korea and Taiwan, and then explore the influence of cross‐cultural values, such as “Collectivism”, to the relationships between these...