Applying latent trait analysis in the evaluation of prospects for cross-selling of financial services

Kamakura, W A and Ramaswami, S N and Srivastava, R K (1991) Applying latent trait analysis in the evaluation of prospects for cross-selling of financial services. International Journal of Research in Marketing, 8 (4). pp. 329-349.

Full text not available from this repository. (Request a copy)

Abstract

Identification of the order in which households acquire financial services has important implications for market segmentation and cross-selling strategies. This study illustrates a procedure by which financial institutions, based on internal records, can estimate the likelihood that a customer will purchase/use additional services. The methodology discussed in this study positions financial services and investors along the same continuum according to the particular ownership pattern. The location of an investor indicates his financial expertise and resources, while the location of a financial service measures the level of expertise/resources needed for ownership of that service.

Affiliation:	Indian School of Business
ISB Creators:	ISB Creators ORCiD Srivastava, R K https://orcid.org/0000-0002-5236-2375
Item Type:	Article
Additional Information:	The research paper was published by the author with the affiliation of The University of Texas at Austin
Uncontrolled Keywords:	Latent Trait Analysis, Financial Services, Cross-Selling Efforts
Subjects:	Marketing
Depositing User:	Mohan Dass
Date Deposited:	20 Apr 2019 09:40
Last Modified:	22 Apr 2019 06:37
URI:	http://eprints.exchange.isb.edu/id/eprint/860
Publisher URL:	https://doi.org/10.1016/0167-8116(91)90030-B
Publisher OA policy:	http://sherpa.mimas.ac.uk/romeo/issn/0167-8116/
Related URLs:	Google Scholar

Actions (login required)

View Item

Statistics for this ePrint Item