Cross-Selling Opportunities, Customer–Company Identification, Product Evaluation, and Digital Strategy on Purchase Intention: The Mediating Role of Customer Satisfaction in Bank Saving and Deposit Products

Abstract

This study aims to examine how cross-selling opportunities, customer-company identification, product evaluation, and digital strategy influence purchase intention, specifically evaluating the mediating role of customer satisfaction for savings and deposit products in the Indonesian banking sector. Utilizing a quantitative approach, data were collected from 250 banking customers via questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that digital strategy, customer-company identification, and cross-selling opportunities significantly enhance customer satisfaction with digital strategy acting as the most dominant predictor while product evaluation shows no significant effect. Furthermore, customer satisfaction significantly drives purchase intention and successfully mediates the impact of the three significant predictors, demonstrating that cross-selling is only effective when customers perceive the offers as inherently valuable. Theoretically, this research integrates multiple frameworks, including Social Identity Theory and the Technology Acceptance Model, to highlight satisfaction as a central psychological mechanism. Practically, these findings imply that banking institutions must prioritize seamless digital platforms and design highly relevant, value-driven cross-selling strategies to effectively cultivate customer satisfaction and sustain long-term purchase intentions.