| Author: | 何志强 |
| 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 |
| Other Title: | 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. |
| Language: | Chinese |
| 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. |
| Rights: | All rights reserved |
| Access: | restricted access |
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| File | Description | Size | Format | |
|---|---|---|---|---|
| b23942290.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 1.27 MB | Adobe PDF | View/Open |
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