Empirical Study on Critical Success Factors of Cross-selling System Implementation in Chinese Financial Institution

摘要

Chinese financial institution regularly mounts campaigns to improve customer value by offering new products to existing customers. The study on the cross-selling has been a hot topic in both academe and practice in financial industry. The cross-selling system is a new technology for financial firm, there comes up the problem of what factors would affect cross-selling system implementation? This paper puts forward the hypothesis of success factors in crossselling of financial companies. Then, it does the empirical study on Chinese financial industry in order to verify the hypothesis. After testing validity and reliability of the sample data, this paper verifies the hypothesis with the method of correlation analysis and regression analysis, and finally identifies the critical factors impacting cross-selling success such as top-level management support, training, and technology-readiness. In addition, organization ability such as knowledge management ability and customer responsiveness ability are factors impacting cross-selling success.