This study aims at examining the role of Cross Selling Incentives and Leader Member Exchange (LMX) in improving cross selling performance of employees in banking sector of Pakistan. The study also attempts to examine the mediating role of Cross Selling Motivation& Cross Selling Self Efficacy.The study develops and tests a model that relates Cross Selling Incentives and Leader Member Exchange to Cross Selling Performance viathese mediating variables. Data has been collected from 230 cross selling employees of Pakistani Banks. The study uses SEM to test the model and obtain results. Results of the study reveal that Cross Selling Incentives and Leader Member Exchange positively affect the two intervening variables which, in turn, improves cross selling performance. The study, thus, not only confirms the contributing role of Incentives and Leader Member Exchange, but also confirms the role of mediating variables.
Key words: Cross Selling Incentives,LMX,Cross Selling Performance,Services, Pakistan.
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