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

Doreén Pick ()
Additional contact information
Doreén Pick: Hochschule Merseburg

A chapter in Commodity Marketing, 2022, pp 119-140 from Springer

Abstract: 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.

Date: 2022
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-90657-3_7

Ordering information: This item can be ordered from
http://www.springer.com/9783030906573

DOI: 10.1007/978-3-030-90657-3_7

Access Statistics for this chapter

More chapters in Management for Professionals from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().