Pakietyzacja usług z perspektywy konsumenta

• Authors: Marcin Lipowski
• Languages of publication: EN

Abstracts

EN

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.

PL

Pakietyzacja usług jest jedną z głównych strategii sektora telekomunikacyjnego. W rzeczywistości sprzedaż wiązana daje okazję do rozwoju poprzez wprowadzenie nowych produktów, przy jednoczesnej minimalizacji wskaźnika utraty klientów wcześniej oferowanych produktów. Artykuł opisuje, jakie usługi konsumenci najczęściej kupują w pakiecie i co skłania ich do zakupu. Przedstawia również wyniki badań na temat możliwej ekspansji pakietów na nowe usługi. Tekst wskazuje również czynniki, które mają wpływ na lojalność konsumentów (nabywcy pakietu usług).

Keywords

EN

services bundling; services package; customer behavior; competitiveness

PL

pakietyzacja usług; zachowania konsumentów; konkurencyjność

• Publisher: Wydawnictwo Uniwersytetu Marii Curie-Skłodowskiej
• Journal: Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia
• Year: 2015
• Volume: 49
• Issue: 3

Dates

published

2015

online

2015-08-12

Contributors

author

Marcin Lipowski

References

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Identifiers

DOI

10.17951/h.2015.49.3.109