A study of customer.s attitudes to cross selling by banks with particularly reference to the practice in Libya

Examination Thesis from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: passed, University of Sheffield (Business School), course: MA Marketing , language: English, abstract: Cross selling is the key value-add to the banking industry globally. This industry hasseen major reforms and developments over the years. Particularly in the Libyan market,ever since it started in 1951, the banking industry has flourished and now matches theinternational competitors in terms of providing at par services. Cross selling activities havealso developed to similar extent. This research work studies the cross selling function ofthe Libyan banks from the customers point of view. The Literature section of the researchfocuses on the core theories of marketing that focus on the cross selling or the salesaspect. The author focuses the discussion on the services marketing concepts andhighlights difference in services marketing as compared to marketing of tangible products.The theory of Ansoff highlights how can the banks in Libya focus on expansion strategiesand look to acquire new markets or customers. The customer behaviour analysis and thebuyer behaviour theories discuss the importance of the study to the customer within anymarket.Secondary Research focuses on the current marketing practices in the Libyan bankingmarket. It highlights the competitive environment of the Libyan banks. The services offeredby the Libyan ba...