CROSS SELLING AND ITS IMPACT ON CUSTOMER SATISFACTION: A LITERATURE REVIEW
The concept of cross selling is getting wide acceptance in the competitive era, every organization is focusing to retain its customers before the tenure of completion of first product or services, for which customer has to be satisfied with the existing product or services which demands the systematic strategies to be constructed. The strategy formulation has to be with keeping in view the need and requirement of product to the customer in the market. Cross selling gives the opportunity to present the new or existing additional product in front of the existing customer and try to get into more and more relationship with the customer, but before purchasing any additional product or services the customer should be satisfied with the existing product or services the customer is using. This research paper tries to look at studies which have assessed cross selling or customer satisfaction or on both the aspects cross selling and customer satisfaction. This paper reviews the empirical developments, methodological developments and theories on cross selling and customer satisfaction.