1. Introduction
  1.1 Background and rationale
  1.2 Research objectives
  1.3 Research questions
  1.4 Significance of the study
2. Literature Review
  2.1 Definition and importance of cross-selling in banking
  2.2 Strategies and techniques for cross-selling
  2.3 Factors influencing the effectiveness of cross-selling
3. Research Methodology
  3.1 Research design
  3.2 Data collection and sample selection
  3.3 Quantitative analysis of customer data
  3.4 Qualitative interviews with bank employees
4. Results and Analysis
  4.1 Analysis of customer data
  4.2 Themes and patterns from qualitative interviews
  4.3 Integration of quantitative and qualitative findings
5. Discussion and Recommendations
  5.1 Evaluation of current cross-selling strategies
  5.2 Identification of success factors and challenges
  5.3 Recommendations for improving cross-selling effectiveness