Attribute level performance-satisfaction-behavioural intention link: Role of product and service crossover effects among Indian millennials Marvin R Raishung1, Mathew Veeva2 1PGDM, Rajagiri Business School, Kochi, Kerala, India. Email id: maranod22@gmail.com 2Associate Professor, Rajagiri College of Social Sciences, Kochi, Kerala, India. Email id: veevamathew@rajagiri.edu Online published on 23 November, 2018. Abstract With an increasing number of firms started offering product and service exclusively, the role of product and service attributes and satisfaction in the formation of behavioural intentions have changed. So the researchers have re-looked into the contribution of attributes-satisfaction-behavioural intentions link for both product and service simultaneously. The study has also included the cross-over effects of service satisfaction on to behavioural intentions towards the product and vice-versa, replicating the research of Mittal, Kumar and Tsiros (1999). The conceptual model was tested among millennials among the customers of the top six two-wheeler brands in India. The results suggested that both cross-over effects are significant in the formation of behavioural intentions. Findings of this study help the marketers in allocating their resources among product and service subsystems. Top Keywords Behavioural Intentions, Cross-Over Effects, Satisfaction, Attribute Performance, Indian Millennials. Top |