Customer defection due to service elimination and post-elimination customer behavior: An empirical investigation in telecommunications

被引:6
作者
Somosi, Agnes [1 ]
Stiassny, Alfred [3 ]
Kolos, Krisztina [2 ]
Warlop, Luk [4 ]
机构
[1] John von Neumann Univ, Izsaki Ut 10, H-6000 Kecskemet, Hungary
[2] Corvinus Univ Budapest, Fovam Ter 8, H-1093 Budapest, Hungary
[3] Vienna Univ Econ & Business, Inst Quantitat Econ, Dept Econ, Welthandelspl 1, A-1020 Vienna, Austria
[4] BI Norwegian Business Sch, Dept Mkt, Nydalsveien 37, N-0484 Oslo, Norway
关键词
Service elimination; Customer defection; Switching cost; Telecommunication services; Heckman sample selection; SAMPLE SELECTION BIAS; USAGE INTENSITY; PRICE; QUALITY; SATISFACTION; RETENTION; MARKET; MODEL;
D O I
10.1016/j.ijresmar.2021.03.003
中图分类号
F [经济];
学科分类号
02 ;
摘要
Service industries require rapid innovations in their service portfolios to gain and maintain competitive advantages. Service elimination is a potential tool for portfolio renewal, though it might threaten increased defection rates. To contribute to both service elimination and customer defection literature, this paper proposes a model of customer responses to service elimination, with practical implications for decision-makers in rapidly innovating telecommunication markets. In particular, the main study, conducted in the context of Hungary's telecommunications sector, reveals that customers' tenure, usage intensity, and age reduce the negative effects of a price increase on their defection; the price increase, degree to which customers interact with service providers, customer defection, and competitive effects in turn increase post-service elimination usage intensity. These findings suggest implementation strategies that can reduce customer defection following price increase due to service elimination, by focusing on new customers, light users, and the quality of customer interactions. (C) 2021 Elsevier B.V. All rights reserved.
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页码:915 / 934
页数:20
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