Customer cross-buying behavior (CCBB) still represents a key marketing topic for professionals and academics. Marketing research identified several customer cross-buying determinants during the last few decades. However, some studies have pointed out that research remains silent about potential business cycles influences upon CCBB. Building on business cycles influences upon motivational orientations, this investigation extends previous literature on CCBB performing a longitudinal study on a bancassurance leader database. Combining transactional data and aggregated perceived measure of the economic environment, this research elucidates how business cycles influence CCBB in the case of financial services. The statistical model used, accounts simultaneously for business cycles global effects and unobserved heterogeneity. The results confirm that business cycles, economic contractions and expansions, exercise significant and various influences on CCBB. In addition to overcoming a theoretical gap, findings provide novel insights for practitioners who should consider business cycles when designing cross-selling strategies.

客户交叉购买行为（CCBB）仍然是专业人员和学者的主要营销主题。营销研究确定了过去几十年中几个客户交叉购买的决定因素。但是，一些研究指出，有关潜在商业周期对CCBB的影响的研究仍保持沉默。基于商业周期对动机取向的影响，本研究扩展了有关CCBB的先前文献，该文献在银行保险领导者数据库上进行了纵向研究。这项研究结合了交易数据和对经济环境的总体感知度量，阐明了在金融服务的情况下，商业周期如何影响CCBB。使用的统计模型同时考虑了商业周期的整体影响和未观察到的异质性。结果证实，商业周期，经济收缩和扩张对CCBB产生了重大影响。除了克服理论上的差距外，研究结果还为在设计交叉销售策略时应考虑商业周期的从业人员提供了新颖的见解。