Evaluating the effectiveness of bank cross-selling strategies.

Thesis Abstract

This research project aims to evaluate the effectiveness of bank cross-selling strategies in enhancing customer relationships and increasing profitability. Cross-selling refers to the practice of offering additional products or services to existing customers. Banks often employ cross-selling strategies to deepen customer relationships, increase customer loyalty, and generate additional revenue streams. This study will employ a mixed-methods research approach, combining quantitative analysis of customer data with qualitative interviews with bank employees. The research findings will provide insights into the factors that contribute to successful cross-selling strategies and offer recommendations for improving their effectiveness.