Price bundling was found to be an appropriate model for banks since by price bundling it was possible to reduce selling, marketing and production/delivery costs and therefore to utilise the banks' fixed capacity more efficiently. The greatest potential in price bundling is, however, the way it stimulates demand for additional services. Banks can take advantage of this by introducing new complementary services to the customers since it is likely to reduce customers' uncertainty and to increase their awareness of the bank's services. Price bundling also creates switching costs for the customer which means that their loyalty may increase. From a competetive point of view price bundling was found out to be beneficial since it diminishes competition between the banks and therefore will lead to higher profit potentials in the market.

Retail banks in Sweden and Finland use price bundling extensively. Bundles seemed to be more like a reward system for customers' existing demand rather than introducing new demand. Thereby price bundling would in the first place affect customers' loyalty, and sales only indirectly. Another base model was a bundle around a current account and most cost efficient transaction services to minimise banks' costs.

The author wants to thank Jan Wallanders och Tom Hedelius stiftelse för samhällsvetenskaplig forskning for financing this project.

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Paper provided by Göteborg University, Department of Business Administration in its series FE rapport with number 1999-367.

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Length: 91 pages
Date of creation: 14 Sep 1999
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Handle: RePEc:hhb:gunwba:1999_367

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Keywords: Price bundling; retail banking; pricing strategy.;

Find related papers by JEL classification:
L11 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Production, Pricing, and Market Structure; Size Distribution of Firms
M20 - Business Administration and Business Economics; Marketing; Accounting - - Business Economics - - - General
M30 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - General

This paper has been announced in the following NEP Reports:

• NEP-ALL-2000-01-24 (All new papers)
• NEP-IND-2000-01-24 (Industrial Organization)

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