關係品質、顧客留存與交叉購買間的關係並不如預期單純。先前文獻中信任與滿意度影響顧客留存與交叉購買的研究結果相當混淆。因此須要有研究更進一步討論在不同的權變情境下，滿意度、信任、顧客留存與交叉購買的關係。據此，本研究發展3 個權變模式，並利用此權變模式來釐清先前文獻混淆的結果。首先，即在探討轉換成本與其他企業吸引力與關係慣性，在滿意度與顧客留存之間所扮演的權變角色。第二，本研究旨在檢驗決策不確定性對信任與顧客留存關係的中介效果，並瞭解此中介效果是否因關係長度而有所改變。最後，本研究試圖探究商品類別相似度與複雜度對滿意度、信任、交叉購買關係上的雙重干擾效果。

本研究以金融業為例，取得470 份金融業顧客有效問卷，在關係慣性權變模式中，本研究利用階層迴歸分析以檢定二元及三元轉換障礙及關係慣性與滿意度的交互效果。在關係長度權變模式中，本研究利用中位數將樣本劃分高關係長度及低關係長度二群，並採用LISREL 多群分析來測試信任的直接效果與透過決策不確定性的間接
效果。在商品類別相似度及複雜度之變模式中，為了詳細比較干擾效果的大小，本研究進一步加以分群迴歸分析，採高低相似度及複雜度為基礎，劃分全部的樣本成四群體。

如預期，滿意度、轉換成本及關係慣性正向影響顧客留存意圖，但其它企業吸引力則為反向的效果。除此之外，當轉換成本及關係慣性提高，其它企業吸引力降低時，滿意度對顧客留存的影響效果因而減弱。有趣的是，關係慣性對轉換成本與其他企業吸引力在滿意度與顧客留存間之干擾作用的影響效果卻呈現不對稱情形、亦即關係慣性能強化轉換成本的阻絕效果，並減低滿意度的影響力，但關係慣性卻無法節制其他企業吸引力的外拉效果。另一方面，在關係發展初期階段，信任透過降低不確定性對顧客留存確實有明顯的影響力。然而，決策不確定性是非靜態的，由於顧客重複與服務提供者接觸後的知識與熟悉度也會隨之增加，決策不確定性應會降低。因此，當關係長度增加時，信任藉由決策不確定性對顧客留存的影響效果因而降低，反之，信任對於顧客留存的直接影響效果也會隨之提昇。

另外，本研究提出金融業如何成功的推出及管理商品類別相似度低及複雜度高的商品以增加顧客交叉購買的契機。本研究擴大先前的文獻並探討滿意度及信任對交叉購買在不同類別商品相似度及複雜度下影響效果的消長變化。滿意度在高相似、低複雜度的商品組合中影響力最大，但在低相似度與高複雜度的情況下，滿意度對交叉購買不具任何顯著影響，交叉購買在高相似度/高複雜度與低相似度/低複雜度聯合的情況下，滿意度與信任對交叉購買會有同樣的影響效果。但隨相似度降低、複雜度增加，本研究結果也顯示信任而非滿意度，對低相似度與高複雜度的交叉購買相對重要。滿意度逐步喪失影響力，而信任則逐漸扮演重要角色。

The relationships between relationship quality, customer retention and cross-buying are not as simple as expected. Prior studies examining the effects of trust and satisfaction on cross-buying and customer retention have drawn mixed results. Thus, there is a need for research that further examines the relationships between customer retention, cross-buying, satisfaction, and trust under different contingent conditions. This study develops and
examines three contingent models to explore the mixed results of previous studies. First, this study considers how the effect of satisfaction on customer retention varies with differing levels of switching costs, alternative attractiveness, and relationship inertia.
Second, this study examines how decision-making uncertainty partially mediates the effect of trust on customer retention, as well as how that partial mediation varies depending on the relationship length. Finally, this study aims to examine the joint moderating effects of
category similarity and category complexity on the relationships between satisfaction, trust and cross-buying.

With a sample of 470 customers of banks in Taiwan, this study used a hierarchical regression to test the moderating effects by incorporating two-way and three-way interaction effects of switching barriers and relationship inertia with satisfaction in the contingent model of relationship inertia. In the contingent model of relationship length, the sample was partitioned according to the relationship length using a median split for
purposes of moderator analysis and comparison. A multigroup analysis was conducted using LISREL to estimate direct and indirect effects among constructs. The sample was also partitioned according to category similarity and complexity in the contingent model of category similarity and complexity. The moderating effects in the hypotheses were assessed by subgroup regression analysis.

As expected, satisfaction, switching costs and relationship inertia positively affect customer retention, but alternative attractiveness negatively affects customer retention. In addition, satisfaction has a reduced effect on customer retention as switching costs and relationship inertia increase and alternative attractiveness decreases. More interestingly, relationship inertia has asymmetric effects on the moderating effects of switching costs and alternative attractiveness in the satisfaction-customer retention relationship. In other words, relationship inertia only strengthens the moderating effect of switching cost on the satisfaction-retention link, nevertheless has no significant effect to weaken the moderating effect of alternative attractiveness. On the other hand, trust, as a means of reducing decision-making uncertainty, is more associated with customer retention in earlier phase of relationships. Obviously, decision-making uncertainty is not a static concept. Decision-making uncertainty will be reduced as customers’ knowledge and familiarity is gained with repeated exposures from the service provider over time. As the relationship length increases, the indirect effect of trust via decision-making uncertainty diminishes. In contrast, the direct effect of trust on customer retention increases.

Furthermore, our findings provide an explanation of how the introduction of dissimilar and complex product categories might be strategically managed to increase the possibility of cross-buying. The moderating effect of category similarity and complexity in this study extends previous studies by specifying the contingent conditions under which trust and satisfaction are different roles in cross-buying. Satisfaction has an effect on similar and simple cross-buying but does not have an effect on dissimilar and complex cross-buying. However, satisfaction and trust have equal effects on cross-buying under the
joint conditions of high category similarity / high category complexity and low category similarity / low category complexity. Moreover, our results show that trust, rather than satisfaction, is a relatively more important antecedent of both dissimilar and complex
cross-buying.

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