The Impact of Service Bundling on Consumer Switching Behaviour: Evidence from UK Communication Markets
The Impact of Service Bundling on Consumer Switching Behaviour: Evidence from UK Communication Markets
复制标题
服务捆绑对消费者转换行为的影响：来自英国通信市场的证据
DOI：
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发表时间：
2014
期刊：
影响因子：
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通讯作者：
P. Wilding
中科院分区：
文献类型：
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作者：
L. Kricka;I. Faro;S. Heyner;W. T. Garside;G. Fitzpatrick;P. Wilding
本文使用调查得出的 2,871 人数据集，实证分析了将四种常见家庭通信服务与单一供应商捆绑在一起对个人更换供应商的概率的影响。实施随机效应概率方法来控制个体异质性，结果强烈表明，当个体捆绑他们的服务时，他们更换供应商的可能性显着降低。第二个结果表明，与服务和供应商相关的变量比个人特征更能预测个人转换的可能性，这表明该领域的未来研究应优先考虑将其纳入其中。
This paper empirically analyses the impact of the bundling of four common home communication services with a single supplier on the probability that an individual changes supplier using a survey-elicited dataset of 2,871 individuals. Implementing a random effects probit approach to control for individual heterogeneity, the results strongly show that when individuals bundle their service then they are significantly less likely to change supplier. A second result indicates that service- and supplier- related variables are better predictors of an individual's likelihood of switching than are the characteristics of the individual, suggesting that future research in this area should prioritise their inclusion.