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Copyright by Nita Umashankar 2010 - The University of Texas at

Copyright by Nita Umashankar 2010 - The University of Texas at-2025

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The dissertation by Nita Umashankar explores the concept of cross-selling in customer service, particularly in the context of post-sales technical support. It investigates how customer characteristics (risk aversion and product functionality), customer service agent attributes (agent resolution ability), and the nature of cross-sell offers (goods vs. services) influence cross-sell revenues. The research is divided into two essays: the first examines factors affecting cross-sell outcomes using data from a technology firm, while the second analyzes intercultural dynamics in offshored customer service interactions. Findings reveal that risk-averse customers tend to spend more on cross-sells, while high functionality products can decrease spending. Cultural distance between customers and agents also plays a significant role in shaping purchase likelihood during service encounters.

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