捆绑销售如何影响顾客选择, 顾客忠诚与销售收入? : 基于电信行业的探索性实证研究

Pao Yue-kong Library Electronic Theses Database

捆绑销售如何影响顾客选择, 顾客忠诚与销售收入? : 基于电信行业的探索性实证研究

 

Author: 何志强
He, Zhiqiang
Title: 捆绑销售如何影响顾客选择, 顾客忠诚与销售收入? : 基于电信行业的探索性实证研究
Kun bang xiao shou ru he ying xiang gu ke xuan ze, gu ke zhong cheng yu xiao shou shou ru? : ji yu dian xin hang ye de tan suo xing shi zheng yan jiu
How does bundling affect consumer choice, customer longevity, and firm sales? : an exploratory empirical study of telecommunication industry
Degree: D.B.A.
Year: 2010
Subject: Hong Kong Polytechnic University -- Dissertations
Telecommunication
Consumer behavior
Department: Graduate School of Business
Pages: xii, 131 leaves ; 30 cm.
InnoPac Record: http://library.polyu.edu.hk/record=b2394229
URI: http://theses.lib.polyu.edu.hk/handle/200/6016
Abstract: This study explores and empirically tests a conceptual model of the key determinants of bundling on product choice, customer longevity, and firm sales in a telecommunication company. Bundling components include discount, discount approach, degree of complementarity between component products. The effect of these on customer longevity and sales revenue were examined using real data drawn from 4000 customers among four provinces - Anhui, Guizhou, Jiangsu and Zhejiang - over one year period from January 2009 to February 2010. Discrete choice (logit) model and OLS models were employed for empirical analysis. Item price and customer's consumption history were included to test their effect on customer longevity and sales revenue. Regression results show that discount, degree of complementarity, price and customer consumption history all have significant influence on short term sales performance, and the former three have significant influence on sales performance in the long term as well. While comparing with discount, complementarity has relatively stronger influence in long term than the short term. Academic contributions of this research included validation of the effect of bundling on marketing performance, providing a practical customer equity approach, and improving validity by using behavioral data. Managerial implications of the study included the need to set a reasonable discount rate when acquiring customers, paying attention to complementarity between component products, and developing discount approaches to retain customers.

Files in this item

Files Size Format
b23942290.pdf 1.297Mb PDF
Copyright Undertaking
As a bona fide Library user, I declare that:
  1. I will abide by the rules and legal ordinances governing copyright regarding the use of the Database.
  2. I will use the Database for the purpose of my research or private study only and not for circulation or further reproduction or any other purpose.
  3. I agree to indemnify and hold the University harmless from and against any loss, damage, cost, liability or expenses arising from copyright infringement or unauthorized usage.
By downloading any item(s) listed above, you acknowledge that you have read and understood the copyright undertaking as stated above, and agree to be bound by all of its terms.

     

Quick Search

Browse

More Information