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The Impact of Service Bundling on Consumer Switching Behaviour: Evidence from UK Communication Markets

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  • Tim Burnett

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Abstract

This paper empirically analyses the impact of the bundling of four common home communication services with a single supplier on the probability that an individual changes supplier using a survey-elicited dataset of 2,871 individuals. Implementing a random effects probit approach to control for individual heterogeneity, the results strongly show that when individuals bundle their service then they are significantly less likely to change supplier. A second result indicates that service- and supplier- related variables are better predictors of an individual's likelihood of switching than are the characteristics of the individual, suggesting that future research in this area should prioritise their inclusion.

Suggested Citation

  • Tim Burnett, 2014. "The Impact of Service Bundling on Consumer Switching Behaviour: Evidence from UK Communication Markets," The Centre for Market and Public Organisation 14/321, The Centre for Market and Public Organisation, University of Bristol, UK.
  • Handle: RePEc:bri:cmpowp:14/321
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    File URL: http://www.bristol.ac.uk/cmpo/publications/papers/2014/wp321.pdf
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    References listed on IDEAS

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    1. Marc Pomp & Victoria Shestalova & Luiz Rangel, 2005. "Switch on the competition; causes, consequences and policy implications of consumer switching costs," CPB Document 97, CPB Netherlands Bureau for Economic Policy Analysis.
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    Citations

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    Cited by:

    1. Serna, Natalia & Riascos, Álvaro J. & Martin, Juan David, 2019. "Welfare effects of switching barriers through permanence clauses: Evidence from the mobiles market in Colombia," Telecommunications Policy, Elsevier, vol. 43(4), pages 310-323.
    2. Lunn, Pete & Bohacek, Marek & Somerville, Jason & Ni Choisdealbha, Aine & McGowan, Feidhlim, 2016. "PRICE Lab: An Investigation of Consumers’ Capabilities with Complex Products," Research Series, Economic and Social Research Institute (ESRI), number BKMNEXT306, April.
    3. Yu, Eun & Jung, Jaemin, 2018. "Towards Quadruple-Play Service: Both Individual and Household Level Analyses on Mobile Bundle," 29th European Regional ITS Conference, Trento 2018 184972, International Telecommunications Society (ITS).
    4. García-Mariñoso, Begoña & Suárez, David, 2019. "Switching mobile operators: Evidence about consumers’ behavior from a longitudinal survey," Telecommunications Policy, Elsevier, vol. 43(5), pages 426-433.
    5. Peter D., Lunn & Sean, Lyons, 2017. "Consumer switching intentions for telecoms services: evidence from Ireland," MPRA Paper 77412, University Library of Munich, Germany.
    6. Seán Lyons & Bryan Coyne, 2017. "The price of broadband quality: tracking the changing valuation of service characteristics," Economics of Innovation and New Technology, Taylor & Francis Journals, vol. 26(6), pages 516-532, August.
    7. Coynea, Bryan & Lyonsa, Sean, 2015. "The price of broadband quality: tracking the changing valuation of service characteristics," 26th European Regional ITS Conference, Madrid 2015 127159, International Telecommunications Society (ITS).
    8. Kuroda, Toshifumi & Ida, Takanori & Koguchi, Teppei, 2015. "The impact of asymmetric regulation on product bundling: The case of fixed broadband and mobile communications in Japan," 2015 Regional ITS Conference, Los Angeles 2015 146318, International Telecommunications Society (ITS).
    9. Carthy, Philip & Lunn, Pete & Lyons, Sean, 2018. "Demographic variation in active consumer behaviour: Who searches most for retail broadband services?," MPRA Paper 90366, University Library of Munich, Germany.
    10. Stephanie Lee, 2017. "Does Bundling Decrease the Probability of Switching Telecommunications Service Providers?," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 50(3), pages 303-322, May.
    11. Kim, Moon-Koo & Park, Myeong-Cheol & Lee, Duk Hee & Park, Jong-Hyun, 2017. "Determinants of the subscription to bundled services and their effect on customer retention in the Korean communications sector," 14th ITS Asia-Pacific Regional Conference, Kyoto 2017: Mapping ICT into Transformation for the Next Information Society 168501, International Telecommunications Society (ITS).
    12. Kim, Moon-Koo & Park, Myeong-Cheol & Lee, Duk Hee & Park, Jong-Hyun, 2019. "Determinants of subscriptions to communications service bundles and their effects on customer retention in Korea," Telecommunications Policy, Elsevier, vol. 43(9).

    More about this item

    Keywords

    Bundling; Consumers; Panel-data; Regulation; Switching; telecommunications;

    JEL classification:

    • C3 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables
    • C5 - Mathematical and Quantitative Methods - - Econometric Modeling
    • D1 - Microeconomics - - Household Behavior
    • L5 - Industrial Organization - - Regulation and Industrial Policy
    • L8 - Industrial Organization - - Industry Studies: Services

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