Open AccessUPSELLING STRATEGY: A REVIEW
Author(s) -
Mehal Pandya,
Abhigna Dholakia
Publication year - 2021
Publication title -
towards excellence
Language(s) - English
Resource type - Journals
ISSN - 0974-035X
DOI - 10.37867/te130115
Subject(s) - profitability index , marketing , loyalty business model , customer satisfaction , business , profit (economics) , loyalty , service (business) , service quality , economics , finance , microeconomics
The purpose of this study is to systematically review the existing literature on Upselling and its major impacts on consumer behaviours. In addition, this study seeks to shed light on trends and dynamics in Service sector and Retail sector, so as to find the effectiveness of Upselling strategy. A systematic literature review of published peer-reviewed articles on Upselling was conducted. A comprehensive search strategy was applied on different databases, including Google Scholar, JSTOR, ScienceDirect, Pro quest, Emerald, Academia and the likes and the renowned articles were then selected from leading journals published between 1995 and 2020.The research finding suggest that a company may get the profitability at times but not all the time using the upselling strategy. To get the profitability firm should focus on Customer loyalty and satisfaction of the consumer for that the results show that there is a need to replace the Upselling strategy with Up-buying strategy in studies focused on consumer behaviour analysis. The studies included in this review are extensively based on peer-reviewed 40 articles published in high-ranked marketing journals and articles within a span of 30 days which may be perceived as a limitation in the present study. The relationship between Upselling and the Customer satisfaction in many occasion prove to be negative hence there is a requirement of change in strategy so as to shift focus from salesforce centric strategy to customer centric strategy, of which the companies will have a considerable practical implication aiming to increase profit and simultaneously increase in Customer Lifetime value along with Customer Loyalty. The authors hereby expect the current review to significantly find the effectiveness of Upselling strategy in consumer behaviour. This review provides a strong contribution to Upselling literature by recommending the need to find the effectiveness of Upselling strategy in Services and Retail sector. No exclusive paper is available which evaluates effectiveness of UpSelling strategy which can be further studied for strategic purpose.