International Journal of Market Research, Volume 66, Issue 6, Page 729-749, November 2024.
Although the literature on upselling has investigated different aspects of inducing upselling, there are limited discussions of the effect of past transactions on customers’ acceptance of upsells. Building on the expectation-confirmation and reference dependence theories, this study utilized mixed-effect regression analysis to explore the extent to which customers’ acceptance of upsells changes in response to their prior experience of unexpected gains via free upgrades. The results show that customers accept and spend more on upselling offers when they have experienced a free upgrade in a past transaction and that the effect of the free upgrade on upselling is positively moderated by the level of employee engagement.
International Journal of Market Research, Volume 66, Issue 6, Page 729-749, November 2024. <br/>Although the literature on upselling has investigated different aspects of inducing upselling, there are limited discussions of the effect of past transactions on customers’ acceptance of upsells. Building on the expectation-confirmation and reference dependence theories, this study utilized mixed-effect regression analysis to explore the extent to which customers’ acceptance of upsells changes in response to their prior experience of unexpected gains via free upgrades. The results show that customers accept and spend more on upselling offers when they have experienced a free upgrade in a past transaction and that the effect of the free upgrade on upselling is positively moderated by the level of employee engagement. Read More
Related posts:
Key driver analysis with relative weight analysis: A two-step approach
Meta‐Analysis of the Causality of Deformations in Marine Fish Larvae Culture
SpartanNash Hires VP of Merchandising and Pharmacy
PACK EXPO International to highlight sustainability
What are the root causes of material delivery schedule inaccuracy in supply chains?
2023 Impact Report: The Impact of PourMyBeer in the Self-Pour Beverage Market