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Price Knowledge and Price Expectations: Their Role for Customer Relationship Marketing of Telecommunications Providers

In: Commodity Marketing

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  • Doreén Pick

    (Hochschule Merseburg)

Abstract

There is a tendency of commoditization of products and services not only on business markets. Many consumer markets are affected by the homogenization of offerings. The telecommunications market in particular became highly homogenized in recent years. Consumers perceive only minor to no differences in the quality of service. Various marketing activities, which are competitively geared primarily to price, have certainly contributed to this commoditization. For marketing research and practice, the question arises whether and to what extent pricing strategies could lower the commoditization. This chapter presents the results of an empirical study on price knowledge and price discount expectations of telecommunications customers. The findings show that customers have high normative price discount expectations; four in five customers expect discounts on their return to a previous telecommunications provider.

Suggested Citation

  • Doreén Pick, 2022. "Price Knowledge and Price Expectations: Their Role for Customer Relationship Marketing of Telecommunications Providers," Management for Professionals, in: Margit Enke & Anja Geigenmüller & Alexander Leischnig (ed.), Commodity Marketing, pages 119-140, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-90657-3_7
    DOI: 10.1007/978-3-030-90657-3_7
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