Service Bundling from the Perspective of the Customer

Marcin Lipowski

Abstract


The service bundling is one of the main strategies in telecommunications sector. In fact, bundling provides an opportunity for growth by introducing new products while minimizing the churn rate of a previous product. The article describes what services consumers buy in a package and what prompts them to buy. Paper also presents the results of research on the expansion of packages. Factors which have influence on consumer’s (purchaser’s service package) loyalty are also indicated in the article.

Keywords


services bundling; services package; customer behavior; competitiveness

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References


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DOI: http://dx.doi.org/10.17951/h.2015.49.3.109
Data publikacji: 2015-08-12 10:29:42
Data złożenia artykułu: 2015-08-11 12:42:27


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Copyright (c) 2015 Marcin Lipowski

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