Customer-initiated contacts (CICs), such as those happening in call centers, provide an opportunity to cross-sell to a company's existing customers. Yet, it remains an open question what drives customers to accept these offers. Using behavioral and attitudinal data from a random sample provided by a European telecommunications provider, we identify the antecedents of cross-buying in CICs and analyze customers' subsequent usage patterns of the newly acquired services.   

Florian Wangenheim is a professor and chair for services and technology marketing at the Technische Universitaet Munchen, Germany. Florian Wangenheims' main research fields are technology-intensive service management and value-based customer management. His doctoral dissertation awards from the German Marketing Association (DMV), the German Federal Ministry for Higher Education (BMBF) and in the Mary Kay Doctoral Dissertation Award by the Academy of Marketing Science. His research has been published in journals such as the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Business Research, European Journal of Marketing, among others. In his research, he cooperates with firms such as Deutsche Bank, Lufthansa, Heidelberger Druckmaschinen, Siemens, and T-Online.